Purpose: – The purpose of this paper is to investigate the applicability of theory of planned behavior (TPB) with special emphasis on measuring the direct and moderating effects of subjective norms on attitude, perceived behavioral control and buying intention in context of buying organic food. Design/methodology/approach: – Structured questionnaires were randomly distributed among academic staffs and students of two universities in southern Punjab, Pakistan. Structural equation modeling was employed to test the proposed model fit. Findings: – Results of the study showed that subjective norms significantly moderate the relationship between attitudes and buying intention as well as between perceived behavior control and buying intention. Furthermore, subjective norms significantly influence attitude toward buying intention. Practical implications: – The paper provides useful insights for the academics and marketers. Academics may further explore the role of subjective norms in order to have a better understanding of their effects on TPB components. Whereas, marketers can target the opinion leaders and reference groups to increase the demand of organic food. Originality/value: – Majority of previous studies overlooked the role of subjective norms in determining the buying intentions with respect to organic food. The striking feature of this study is an in-depth emphasis on exploring the direct and moderating effects of subjective norms on the elements of TPB. Moreover, to the best of authors’ knowledge, this is a pioneer study that comprehensively examines the linkage of components of TPB with organic food purchasing in Pakistan.

The importance of the sustainability concept has gained increasing attention from scholars and practitioners. In this context, the aim of this study was to examine the determinants of intention to continue to use the new Metro in Qatar, which is considered a sustainable mode of travel. Therefore, in this paper, a special attention was paid to certain variables, such as environmental concern, perceived quality, and perceived benefits. A quantitative method approach was employed, in which data were collected based on self-administered questionnaires. A total of 1334 Qatar residents responded to the survey questionnaire, and Structural Equation Modeling (SEM) was used for hypothesis testing. The results confirmed the direct effects of perceived behavioral control, social influence, and attitudes on the intention of residents to continue to use the Metro network in their travel. Moreover, perceived behavioral control was found to play a mediating role, enhancing the indirect relationship between perceived benefits and intention to continue to use the Metro network. More importantly, environmental concerns significantly and positively affected the attitudes and perceived behavioral control of travelers; furthermore, these variables presented a mediated influence—through service quality—on the intention to continue to use the Metro network. This study enriched the sustainability behavior literature by examining the influences of crucial factors. Thus, this study is considered of great value for policy-makers who hope to maximize the awareness level of environmental sustainability among the population, in order to encourage them to embrace changes in their lifestyle towards becoming more environmentally responsible.

This paper reviews the literature in a thorough manner in a bid to propose a model proposing that Innovation (technological and non-technological) and Relational learning can greatly influence the performance of Small and Medium Enterprises (SMEs) in a developing country like Pakistan. On the basis of literature review, research hypotheses have been formulated. In order to test the hypotheses, Structural Equation Modeling (SEM) has been employed to analyze the study conducted in 352 SMEs in Pakistan. The proposed model leads to very useful insights as it proposes that SMEs must not ignore the importance of Innovation especially technological innovation and Relational learning in order to achieve higher performance. Results indicate that Technological Innovation and Relational Learning have a positive significant effect on firm performance; whereas the effect of non-technological innovation on firm performance has been found as insignificant. The paper concludes with the discussion of managerial implications and recommendations for future research.