Given the crucial role of entrepreneurial optimism (EO) in prompting university students’ green entrepreneurial intentions (GEI), scholars are still striving to explore the causal mechanism that can facilitate the underlying relationship. Based on the social cognitive theory, we hypothesize that individual’s psychological resources, entrepreneurial resilience (ER) and entrepreneurial self-efficacy (ESE), mediate the association between EO and GEI. In addition, this study seeks to investigate the impact of sustainability orientation (SO) in the relationship between EO and GEI. Data for this study have been collected from Chinese university students in their final years. The authors used variance-based Structural Equation Modeling (SEM) to test the proposed hypotheses. The findings indicate that EO significantly influences GEI. Further, ER and ESE significantly mediate the link between EO and GEI. Moreover, this study finds that SO significantly moderates the relationship between EO and GEI such that the association is stronger at high levels of SO and vice versa. To the best of the authors’ knowledge, no prior studies have tested these relationships. The findings suggest that the proposed model can be utilized by practitioners and policy makers to facilitate the execution of green entrepreneurship among university students.

Intensive poultry production is heavily reliant on electricity for maintaining shed environments as well as in the supply of feed, lighting, the shed environment and water. During the last three decades, the demand and supply gap for electricity has plagued Pakistan. The energy crisis became even worse from 2006–07, with 18 hours rotational load shedding being implemented. During the last decade, there has been a major increase in environmentally controlled poultry farms in Pakistan which require continuous electricity supply to operate their automatic feeding, drinking and environmental control systems. Broiler farmers have opted for diesel generators to meet their electricity needs, which has subsequently increased total cost of production. Therefore, sustainable and economical energy solutions are required for Pakistani broiler farmers to be competitive in local and international markets. In this paper, the potential for solar energy is analysed, the poultry industry's energy needs are quantified and the use of PV-diesel hybrid power systems in environmentally controlled broiler houses is examined.

During the past two decades, food safety issues in China not only posed serious threats to Chinese consumers but also damaged the image of Chinese pr

Purpose: The purpose is to understand the fundamental mechanism of the consumer decision-making process and how perceived financial risk of search and experience goods influences electronic word-of-mouth adoption (e-WOMA) on social networking sites (SNSs), which will lead to purchase intention.Design/methodology/approach: Drawing on information processing theory, the study conceptualizes a moderated mediation model to investigate the underlying influence of perceived financial risk and online social ties on e-WOMA and the subsequent effect on online purchase intention. Survey data from 275 individuals were analyzed through statistical tools using Statistical Package for the Social Sciences (SPSS).Findings: The results revealed that e-WOMA mediates the effect of perceived financial risk of search and experience goods on online purchase intention. Strength of online social ties on SNSs positively moderates the electric word of mouth adoption for both the experience and search goods.Research limitations: The limitation of this study was about the researcher's restrictions related to the length of the survey. Moreover, causal explanations can't be deduced as this is a cross-sectional study.Practical implications: This research offers insight into the consumers that allow marketers to dive into the target market. Marketers should focus on social ties importance while selling products/services of markets online.Originality/value: The study is novel in the context of an emerging economy to educate marketers on the product categorization of search goods and experience goods based on financial risk.