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This research examines the impact of green marketing and its factors on purchase intention through green brand trust and image. It examines the correlation between six concepts: green knowledge, environmental attitude and knowledge, green image, green trust, and purchase intention. An empirical survey was used to test the hypotheses. Data were collected from a total of 300 respondents from Pakistan, and structural equation modeling (SPSS-AMOS) is proposed to assess the relationships of the research model. The findings show a significant positive association between practical green marketing approaches (green knowledge, attitude, environmental knowledge, and purchase intention for green products); additionally, green products with high ecological qualities create a positive intention towards consumer choice. Furthermore, green marketing approaches (green knowledge, attitude, and environmental knowledge) directly and significantly influence green image and trust. This study suggests that green approaches can be used as a brand marketing strategy to enhance customer purchase intention. The study also found that green marketing can help brands achieve and maintain brand equity. This research explores the relationship between the multidimensional green marketing approaches (green knowledge, attitude, and environmental knowledge) to enhance the purchase intention of green products; the creation of an overpowering market brand was one of its primary objectives. This study offers managerial implications for the development of green firms.

Purpose Drawing on the entrepreneurial event model (EEM), entrepreneurship education programs (EEPs) and perceived contextual support (adapted from social cognitive career theory) and perceived contextual barriers, this study aims to unravel the differences in entrepreneurial activity among university students in higher education institutes in two diverse Asian countries. Design/methodology/approach This study uses a cross-sectional survey-based data collection technique using paper and electronic methods. The study analyzes data using descriptive statistics, principal component analysis, reliability analysis and logistic regression analysis via SPSS version 25. Findings The findings show the positive influence of perceived desirability and feasibility on entrepreneurial intentions; however, the stronger desirability was found among university students in China and stronger feasibility toward entrepreneurial intentions among Pakistani students. The study reveals the negative significant influence of EEPs on entrepreneurial intentions, and this finding is consistent across both samples. Furthermore, the findings show that university students in both countries show insignificant impact of perceived contextual support in predicting entrepreneurial intentions. Finally, the study confirms the negative influence of perceived barriers on entrepreneurial intentions in both contexts. Originality/value This study provides differences in entrepreneurial activity by combing EEM, EEPs, perceived contextual support and barriers in two diverse Asian countries, and to the best of author’s knowledge, no previous study considered these factors in a single framework. Furthermore, the findings of the study enrich existing literature and also provide policy recommendations for practitioners.

The engineering of agrochemicals and inorganic fertilizers indirectly facilitates the emissions of NO2 and CO2. The extensive use of pesticides and inorganic chemical fertilizers has drawn the world’s attention to green practices. Grounded on the ability-motivation-opportunity (AMO) theory, we investigated the effect of green human resource management (GHRM) practices on employees’ green behavior with the mediating role of psychological ownership. We applied the partial least square structural equation modeling (PLS-SEM) technique to 279 responses acquired from the fertilizer manufacturing firm employees. The results show that GHRM practices (green competence building, green motivation enhancing, and green employee involvement practices) significantly improve employee green behavior. Additionally, GHRM practices enhance the sense of ownership of nature among employees due to which they involve themselves proactively in eco-friendly activities and behavior.

This study investigated the moderating effect of organizational culture on the relationships between organizational strategic orientation and organizational performance. Data were collected from 281 middle managers of the banking sector in Pakistan. Partial least squares structural equation modelling (PLS-SEM) was used to test the hypotheses. The results showed that strategic orientation and organizational culture have significant and positive impacts on the performance of the organization. Unexpectedly, organizational culture does not moderate the relationships between strategic orientation and performance. The findings of the study show that organizations that are strategically positioned as well as have a strong culture can be high-performing organizations. As there is a clear lack of research on the moderating effect of culture on the relationships between an organization’s strategic orientation and organizational performance, the current study fills this gap. Likewise, the present study highlights both practical and theoretical implications for the banking sector in Pakistan.

The current study attempts to identify and measure the role of technology induction during the COVID-19 pandemic as either recreation or curse in students’ learning. By integrating the technology acceptance model (TAM) and innovation diffusion theory (IDT) the study tries to measure the student’s online learning experience as recreation or curse. Data was collected from 387 students through purposive sampling. The findings of the study confirm that introduction of technology in online learning plays a recreational and significant role in student’s online learning. However, computer self-efficacy and relative advantage were found to be a curse in online learning during the pandemic. The overall findings of the study imply that the shift of student’s learning from traditional to online learning has been through introduction of new technology and innovations, although the diffusion of innovation and technology among Pakistani students has been challenging because of a comparatively lower computer literacy level. The usefulness and ease of online learning have been the strongest predictive and recreational aspects in students’ online learning. Institutes and higher education commissions should further invest in enhancing the quality and effectiveness of these factors to improve the overall learning outcome of students through recreational technological induction in education.