Responsible sustainable consumer behavior might serve as a complex pattern of social and environmental issues, consistent with the perspective of sustainability as a construct with both social and environmental pillars. Anchored on signaling theory and attribution theory, this study seeks to unearth a hitherto unexplored mechanism that might translate sustainability marketing into elevated responsible sustainable consumer behavior through the mediating role of brand image. Besides, this study aims to examine the impact of corporate social responsibility, as an intervening variable, to underpin the association between sustainability marketing and brand image. This study analyzes data from five-star and four-star hotel customers using SmartPLS SEM (v 4.0). The findings support our hypotheses that a hotel’s brand image mediates the relationship between sustainability marketing and responsible sustainable consumer behavior. In addition, hotels’ engagement in corporate social responsibility activities moderates the link between sustainability marketing and brand image, such that the association is stronger (weaker) at higher (lower) levels of corporate social responsibility. This study explores the boundary conditions of the sustainability marketing–responsible sustainable consumer behavior link. Hotels can foster responsible sustainable consumer behavior by executing sustainability marketing and engaging in corporate social responsibility activities.

Aim: This study aims to examine financial literacy’s impact on individual investors’ financial behaviour while also investigating the mediating role of financial risk tolerance and the moderator effect of emotional intelligence. Methods: The study collects time-lagged data from 389 financially independent individual investors from leading educational institutes in Pakistan. Data are analysed using SmartPLS (v 3.3.3) to test the measurement and structural models. Results: The findings reveal that financial literacy significantly impacts the financial behaviour of individual investors. In addition, financial risk tolerance partially mediates the relationship between financial literacy and financial behaviour. Besides, the study found a significant moderating role of emotional intelligence in the direct relationship between financial literacy and financial risk tolerance and an indirect relationship between financial literacy and financial behaviour. Discussion: The study examined a hitherto unexplored relationship between financial literacy and financial behaviour, mediated by financial risk tolerance and moderated by emotional intelligence.

Given the escalated gravity of interest in green start-ups in recent years, extant research on green entrepreneurial behavior has investigated the influence of green entrepreneurial intention in stimulating behavior. However, factors that shape green entrepreneurial intention warrant empirical scrutiny to provide a more nuanced understanding of how green entrepreneurial intention transforms into green entrepreneurial behavior. This study aims to explore the role of an individual’s cognitive mechanism, i.e., green mindfulness, in predicting university students’ green entrepreneurial behavior. The study examines a serial mediation model of green intrinsic motivation and green entrepreneurial intention in the relationship between green mindfulness and green entrepreneurial behavior. In addition, the study investigates the moderating role of spiritual intelligence in the direct relationship between green mindfulness and green intrinsic motivation, and the indirect association between green mindfulness and green entrepreneurial intention through green intrinsic motivation. The study adopts a time-lagged design to collect data from university students from Punjab, Pakistan. The authors analyze 395 responses from students in their final years using SmartPLS (v 4.0). As projected, our findings reveal that green mindfulness elevates green entrepreneurial intention through the mediator effect of green intrinsic motivation, which translates into green entrepreneurial behavior. Furthermore, spiritual intelligence significantly moderates the relationship between green mindfulness and green entrepreneurial intention, mediated by green intrinsic motivation, such that at high levels of spiritual intelligence the association is more pronounced and vice versa. The study presents several noteworthy theoretical and practical implications. From a theoretical perspective, the study contributes to the extant literature by investigating the link between green mindfulness and green entrepreneurial behavior through the serial mediator effects of green entrepreneurial intention and green intrinsic motivation and the moderator effect of spiritual intelligence. From a practical perspective the study presents a theoretical framework of university students’ green entrepreneurial intentions, culminating in green entrepreneurial behavior. By investigating these linkages our research draws practitioners’ attention to the crucial roles of green mindfulness and spiritual intelligence in fostering green entrepreneurial behavior.

Aim: The study is based on the self-determination theory and aims to investigate the mediating role of green intrinsic motivation and the moderating role of green shared vision in the association between frontline managers’ green mindfulness and green creative behavior to leverage their capacity to think creatively and act sustainably. Methods: The study employs a time-lagged, multi-source research methodology to collect data from frontline managers of service businesses in the tourism and hospitality industry. Data are analyzed using SmartPLS Structural Equation Model to evaluate the structural and measurement models. The authors evaluated the measurement model by employing the criteria of internal consistency: reliability and Cronbach’s alpha, validity: convergent and discriminant validity; and the structural model using the path coefficient, coefficient of determination, predictive relevance, and goodness-of-fit metrics. Results: Our findings indicate that green mindfulness significantly improves frontline managers’ green creative behavior. Additionally, green intrinsic motivation mediates the connection between green mindfulness and green creative behavior. In addition, the direct effect of green mindfulness on green intrinsic motivation as well as the indirect effect of green mindfulness on green creative behavior through green intrinsic motivation, are both significantly moderated by green shared vision. Discussion: To the best of the authors’ knowledge, this is one of the few efforts that outstretch the boundary conditions of green mindfulness and green creative behavior through the mediating role of green intrinsic motivation and the moderating role of green shared vision.

The study aims to assess the impact of frontline managers’ green mindfulness on green organizational citizenship behavior (G-OCB). Moreover, the authors propose that the mediator effect of green intrinsic motivation and the moderator effect of green transformational leadership influence the direct relationship between green mindfulness and G-OCB. By employing a time-lagged, multisource research design, the authors analyze data collected from service firms’ frontline managers in the tourism and hospitality industry using SmartPLS SEM (v 4). Our findings indicate that green mindfulness significantly influences G-OCB through the mediator effect of green intrinsic motivation. Further, the study finds a significant intervening role of green transformational leadership in the underlying associations; the direct association between green mindfulness and green intrinsic motivation, and the indirect relationship between green mindfulness and G-OCB through green intrinsic motivation, are stronger(/weaker) at higher(/lower) levels of green transformational leadership. The study presents an essential framework that underpins the association between frontline managers’ green mindfulness and G-OCB by casting green intrinsic motivation as a mediator and green transformational leadership as a moderator. Service firms in the tourism and hospitality industry may benefit from our hypothesized framework by implementing the necessary interventions to foster employees’ G-OCB with the help of green transformational leadership as a contextual antecedent, and green mindfulness and green intrinsic motivation as individual-level antecedents.

Purpose: Extant research has shown that workplace ostracism (WO) elicits counterproductive work behaviors, such as employee silence (ES), culminating in reduced job performance. However, lesser is known about the factors that buffer against this underlying linkage. With an emphasis on conservation of resource (COR) theory and social identity theory, this study investigates the hitherto unexplored moderating roles of moral identification (MI) and organizational identification (OI) in the relationship between WO and ES.Design/methodology/approach: The study employed a time-lagged design to collect multi-source data from 250 employees working in the service sector organizations in Pakistan. Data are analyzed in SMARTPLS (v 3.3.3) to assess the measurement model and the structural model.Findings: Results reveal that WO is positively correlated with ES and negatively correlated with job performance. At the same time, ES mediates the negative relationship between WO and job performance. In addition, MI and OI buffer against the positive connection between WO and ES. The positive association between WO and ES is less pronounced at high levels of MI and OI and vice versa.Practical implications: The findings indicate that there is potential value in developing MI and OI, for which several interventions are discussed.Originality/value: This study is one of the few efforts to outstretch the boundary conditions of ES. Moreover, this is the first study to investigate the role of identity-based perspective in the relationship between WO and ES.