Concern for the environment and the diminishing availability of resources is undoubtedly a relevant issue, both personally and organizationally. That is why knowing the factors that affect the occurrence of green behavior is relevant, particularly in SMEs, due to their importance in the economy of all countries, and specifically by the women who work in them, since their participation is gaining more and more preponderance in the Mexican labor force. It is because of the above that the objective of the research was to analyze the effect of environmental knowledge and perceived behavioral control on the employee green behavior of female employees of small and medium enterprises (SMEs) in Ensenada, Baja California. The study is characterized by having a quantitative approach, a non-experimental, exploratory design and a transverse temporal dimension. 240 questionnaires were applied to female employees of SMEs in Ensenada, Baja California. The data collected was analyzed using structural equation modeling based on the partial least squares technique. The results empirically reflect the following: environmental knowledge has a positive and statistically significant effect on perceived behavioral control and employee green behavior. Also, it was found that the perceived behavioral control variable had a positive and statistically significant effect on the employee green behavior of female employees of SMEs in Ensenada, Baja California. Lastly, it was found that environmental knowledge predicts perceived behavioral control which in turn predicts employee green behavior. In this sense, such findings allow us to consider environmental knowledge and perceived behavioral control as predictive variables of employee green behavior.

Socially responsible consumption benefits the environment, the consumer, and the producer. In Mexico, smallholder farmers are vulnerable, and the consumption of organic food products is low. Analysing the purchase intention of organic food products contributes towards generating the most appropriate marketing strategies. Previous models provide evidence that the attitude of the consumer is the biggest predictor of purchase intention. However, little is known about the results of the mediating effect of desire on said relationship. The objective of the study is to analyse the mediating effect of desire on the relationship between attitude and purchase intention. 204 consumers of organic food products were surveyed using a structured, self-administrated questionnaire or through face-to-face interviews, in established retail stores, alternative street markets, and via the web. It was found that when the benefits of organic food products to the consumer, environment, and smallholder farmers are evaluated favourably, then consumer desire is higher, and thus also purchase intention. Consumers have the highest purchase intention for organic food products when their desire to buy them to achieve a goal related with social, personal, and environmental benefits intervenes.

The study aims to investigate the impacts of internal and external stakeholder pressures on the adoption of circular economy (CE) principles. The study explores the primary barriers to and causes (external or internal stakeholder pressures) of CE’s transition across Mexico and explores the effects of stakeholder pressures (internal and external) on the adoption of CE principles on economic and environmental performance. For this, data were collected from 433 respondents using a structured questionnaire. For analysis, the study used the PLS-SEM technique to examine internal and external stakeholders as barriers and motivators of economic and environmental performance through CE principles. Both the structural model and the measurement model were assessed. As well as mediation analysis, the direct and indirect effects were determined. The study found that economic (β = 0.178, p = 0.000) and environmental performance (β = 0.233, p = 0.000) is affected by most external stakeholders through the adoption of circular economy principles. Although the internal stakeholders don’t affect the environmental performance (β = 0.040, p = 0.492), with the adoption of circular economy principles mediating the relationship, internal stakeholders encourage environmental performance (β = 0.201, p = 0.000). The study motivates the public, non-governmental organisations (NGOs) and the government to adopt CE principles for the achievement of economic and environmental performance and participation in the sustainable development agenda.

Introduction: The objective of the research was to analyze the effect of COVID-19 with the predictors of the health belief model (perceived severity, perceived benefits, and cue to action) on the social identity of the consumer and the social identity of the socially responsible food consumption among four generation groups of adults based on the stimulus-organism-response model.Methods: The study had a quantitative approach explanatory design and a cross-sectional temporal dimension. A total of 834 questionnaires were collected from adults in the metropolitan area of Mexico City, and the data were analyzed through partial least squares structural equation modeling.Results: The results indicated that perceived severity, perceived benefits, and cue to action positively and significantly influenced social identity, and this positively and significantly influenced socially responsible consumption. In addition, identity was found to be a variable that had a total mediation effect between perceived severity and socially responsible consumption, perceived benefits and socially responsible consumption, and cue to action and socially responsible consumption. While the perceived barriers only had a direct effect on socially responsible consumption. Likewise, a difference was found between generation X and Y, generation Z and X, and generation Y and X in the relationship between cue to action, belonging to a social network group, and social identity.Discussion: In this sense, these results allow us to consider that when environmental stimuli (predictors of the health belief model) affect the organism (social identity), it will respond with socially responsible food consumption. This type of consumption is explained through social identity and is modified according to the age of the consumers due to the effects of social networks.

The present study aimed to analyze which variables have the most significant effect and importance in analyzing wine tourism intention in Baja California, Mexico, using the stimulus–organism–response model. An exploratory and cross-sectional study collected a sample of 728 adult wine consumers from Baja California. Data analysis was carried out using structural equation modeling by partial least squares and analysis of the importance–-performance map. Traditional gastronomy was the main predictor of wine tourism intention in Baja California, Mexico, and according to the importance–performance map, it is the most essential variable in the analysis. In addition, the study results showed that identity mediates the relationship between electronic word of mouth and wine tourism intention and between traditional gastronomy and wine tourism intention. The study employs an importance–performance mapping analysis that has yet to be used in wine tourism analysis and proposes a stimulus (electronic word of mouth, traditional gastronomy)–organism (identity)–response (wine tourism intention) model to broaden understanding of the phenomenon. Its findings and methodology can serve as a valuable template for future research, offering a blueprint that can be replicated in regions like Baja California. This research has significant consequences for creating marketing plans in the wine tourism sector.

This research aims to study and analyze knowledge management in the mezcal sector in Mexico and its impact on the development of rural communities through Bayesian-networks with machine learning techniques. A model is made in which the critical factors that impact is identified and quantified to optimally manage the knowledge that generates value and translates into innovation and competitive advantages. The results show that the most relevant factors to adequate knowledge and innovation management are commercialization and marketing capacity, value system model, ancient knowledge, strategic business model, process management, competencies, Business structure model, Facilitators governments, universities, mezcaleros, and indigenous communities.