Green consumption and pro-environmental behaviour have attracted considerable attention from academic marketing scholars. From the South Asian perspective, investigation on environmental awareness, social recognition, and self-image building through green consumption is very limited, particularly for young generations. Therefore, this study seeks to comprehend the motives of consumers that belong to generations Y & Z towards green apparel purchases. The theoretical base integrates the (TBP) Theory of Planned Behaviour with three additional constructs of Environmental Apparel knowledge (EAK), Social Status (SS), Green self-concept (GSC). An online survey of 347 consumers belonging to generation Y & Z was conducted. For determining measurement and structural models, Structural Equation Modelling (SEM-PLS) was employed. The results indicated that Environmental Apparel Knowledge (EAK) and Green Self-concept (GSC) positively impact attitude towards green apparel, subjective norms (SN), perceived behavioural control (PBC), and purchase intention towards green apparel. In contrast, Social Status (SS) only impacts subjective norms. Moreover, mediation analysis showed that attitude mediated all relationships between Environmental Apparel knowledge (EAK), Social Status (SS), Green self-concept (GSC), and purchase intention towards green apparel. However, perceived behavioural control only mediated Green self-concept (GSC) and purchase intention, while subjective norm did not mediate any relationship. The study contributes to the existing literature by examining young green consumers’ specific personal and social values. It highlighted the role of knowledge about environmental concerns in designing purchase intention strategies for emerging countries. Practical implications for marketers and policymakers were presented.

Purpose: This study investigated the role of brand experience dimensions (behavioral, intellectual, sensory and affective) to predict consumer loyalty (repurchase intention (RPI), word of mouth (WOM) and willingness to pay more (WPM)) through the mediating role of perceived brand authenticity (PBA) in the global branding context.Design/methodology/approach: A total of 422 consumers participated in this study and provided feedback on top authentic global brands after completing a self-administered online survey. Partial least squares structural equation modeling (PLS-SEM) was used to conduct the data analysis.Findings: This study discovered that brand experience dimensions positively influenced PBA (predominantly sensory and intellectual experiences), which significantly predicted consumer loyalty (RPI, WOM and WPM).Research limitations/implications: This research uncovered some limitations that can be used to investigate new research possibilities. From a theoretical standpoint, this study offers new insights into brand experience dimensions (BEDs), PBA and consumer loyalty in order to develop consumer-brand relationships.Practical implications: This study offered several managerial recommendations. By considering brand authenticity as a positioning tool, global managers can effectively develop and implement various experiential marketing strategies to develop long-term relationships with consumers to attain their loyalty.Originality/value: This is a new study that uses Fournier's relationship theory to investigate BEDs on PBA to predict consumer loyalty in the context of authentic global brands.

The reason behind the low adoption of sustainable supply chain management practices in developing countries is since emerging economies’ supply chains face relatively more barriers to sustainability as compared to those which operate in developed countries. The research on the textile and apparel industry is mostly done in developed countries but empirical research on SSCM in developing countries is lacking. The purpose of this paper is to identify the key barriers that hinder the adoption of sustainable supply chain management practices and firm performance at the triple bottom line and what is the effect of firm size in tackling these barriers. Data is collected through a structured survey from B2B textile companies situated in Pakistan. After analyzing the exploratory factor analysis parameters, three groups of barriers are extracted: sectoral-economic, managerial, and supplier hindrance. The results exhibit that sectoral-economic and supplier hindrance has a significant effect on environmental management practices. Managerial barriers are significant with supply chain integration practices. Moreover, firm size significantly moderates the relationship of sectoral/economic barriers with environmental practices, and managerial barriers with social practices. Most importantly, the demand for societal awareness is required at both business and client levels to encourage organizations for adopting sustainable measures to gain competitiveness.

Organizational cronyism is described as a relationship, companionship, and friendship based favoring. There are a number of examples regarding the existence of organizational cronyism in the workplace. However, there are a few empirical studies on this most observable fact and its consequences specifically in the higher education sector. Therefore, the purpose of this study is to examine the impact of organizational cronyism on deviant workplace behavior in public sector universities of Pakistan. Second, we use employee negligence as a mediating mechanism to explain how the construct of organizational cronyism translates into deviant workplace behavior. Using a time-lagged (three waves) research design, the data were collected from 250 faculty members of public sector universities of Pakistan. Hypothesized relationships were tested using partial least squares structural equation modeling (PLS-SEM) approach, using SmartPls 3.2.8 software. The results reveal that organizational cronyism increases employee deviant workplace behavior and employee negligence partially mediates the relationship between organizational cronyism and deviant workplace behavior. Managerial and theoretical implications, along with future research directions, are also discussed.

The growing demand for food availability is persuading researchers, marketers, and consumers to opt for various solutions that could ensure food sustainability for our upcoming generations. Upcycled food is one of the solutions which could lead to food sustainability by upcycling discarded food ingredients. However, marketers seem less interested in producing upcycled food because of their low acceptance and willingness to pay. This study investigated when sustainability claims prompt premium prices for upcycled food; whether it varies between virtue and vice product categories? The research incorporates two experiments on the willingness to pay for upcycled food and examines the role of the intervention product category (virtue vs. vice). Overall, the results confirm the original findings; however, some differences in the context of virtue vs. vice product categories have been observed. The results (study I, without sustainability claim) indicated that consumers showed more willingness to pay for conventional (virtue and vice) products as compared to upcycled (virtue and vice) products. The results further revealed that willingness to pay for vice products was low compared to virtue products, particularly for upcycled vice products. The findings of study II indicated that sustainability claim increases the willingness to pay for upcycled food, both for virtue and vice product categories. However, willingness to pay for upcycled vice products increases more than for upcycled virtue products.