The primary purpose of this study was to investigate and present a theoretical model that identifies the most influential factors affecting the adoption of artificial intelligence (AI) by SMEs to achieve sustainable business performance in Saudi Arabia by integrating the Technology–Organization–Environment (TOE) framework. The authors utilized a quantitative method, using a survey instrument for this research. Data for this research were collected from managers working in six different sectors. Subsequently, based on company size, firms were divided into two groups, allowing multi-group analysis of small and medium-sized businesses to explore group differences. Hence, firm size played a moderating role in the conceptualized model. Data analysis was performed on SmartPLS 3, and the results suggest that dimensions of the TOE framework, such as relative advantage, compatibility, sustainable human capital, market and customer demand, and government support, play a significant role in the adoption of AI. Moreover, this study found a significant influence of AI on SMEs’ operational and economic performance. The multi-group analysis (MGA) results reveal significant group differences, with a medium-sized firm strengthening the relationship between relative advantage and AI adoption compared to small-size firms. The findings lead to practical implications for companies on how to increase the adoption of AI to help SMEs embrace their technological challenges in KSA and obtain sustainable business performance to contribute to the economy.

This research applies an extended theory of planned behavior (TPB) to empirically investigate consumers’ intentions in Pakistan to purchase energy-efficient appliances (EEAs). Most developing countries face energy crises. As a result, many countries consider EEAs to be part of the solution to energy-related problems and teach sustainable consumption behavior to consumers. Previous studies have neglected developing countries in this context, yet developing markets have great potential for EEA adoption. To understand EEA adoption, we incorporated such variables as warm glow benefits, utilitarian environmental benefits, normative beliefs, and moral obligations as antecedents to TPB variables. The moderating effect of eco-literacy between attitude, subjective norms, perceived behavioral control (PBC), and purchase intention toward EEAs are also examined. Data was gathered through a survey questionnaire from 673 Pakistani consumers to empirically test the proposed hypotheses. The results reveal that utilitarian environmental benefits and warm glow benefits significantly influence attitudes toward EEAs. The findings also show a positive effect of normative beliefs on subjective norms. The interaction effect of eco-literacy positively influences the relationship between attitude and purchase intention, with similar results for subjective norms and purchase intention. However, no significant moderating effect of eco-literacy is found between PBC and purchase intention. Furthermore, we performed multi-group analysis to explore significant group differences by utilizing socio-demographic variables such as gender, age, education, and income. The results show significant group differences, with females’ purchasing behavior, younger consumers, and educated consumers being more readily influenced. Finally, insights for policymakers, suggestions and future directions are discussed.

Purpose: The purpose of this study is to develop an extended theory of planned behavior (TPB) model by adding religious commitment (RC) and self-efficacy as internal variables and investigating the effect of these variables on attitudes toward halal cosmetics. In addition, this study also examined the moderating role of halal literacy in the relationships between attitudes (ATT), subjective norms (SN), perceived behavioral control (PBC) and intentions to purchase halal cosmetics. Design/methodology/approach: The method of data collection used was self-administered surveys with customers in two stores in Karachi, Pakistan, yielding 267 valid questionnaires. To guarantee validity and reliability, convergent and discriminant validity analyses were conducted, and structural equation modeling was advanced to assess the relationships between variables using smart partial least squares 3.0 software. The interaction moderation technique has been used to examine the moderating effect of halal literacy on the purchase intention (PI) of halal cosmetics. Findings: The results show that RC and self-efficacy both significantly impact the attitudes of Gen Y. Normative beliefs also had a significant relationship with SN. Further, ATT and SN had a significant relationship with PI of halal cosmetics, while PBC was nonsignificant. Furthermore, halal literacy is found to have a positive moderating influence on ATT and PI, and SN and PI. Finally, the moderating effect of halal literacy does not exist in the relationship between PBC and PI. Research limitations/implications: Participants’ characteristics should vary for future studies, and larger sample sizes may yield different results. It is critical for managers working in the cosmetic industry to monitor Muslim consumption patterns to develop strategies to reach Muslim consumers. This study reveals the effect of RC, self-efficacy and the moderating role of halal literacy on the behavioral attitudes of a booming market sector, which can guide marketing managers in developing more effective advertising campaigns. Originality/value: This paper contributes to the halal consumption literature by exploring RC and self-efficacy as constructs for the very first time in the TPB model. To the best of the authors’ knowledge, this study is the first to explore the influence of halal literacy on Gen Y Pakistani Muslim consumer behavioral intention toward halal cosmetic products using the TPB model. The paper offers an extended TPB model framework that may be of interest to scholars, marketers and policymakers.

This extant study attempts to present a comprehensive predictive model for solid waste recycling behavior. Solid waste is a major environmental concern globally. Particularly, the kingdom of Saudi Arabia (KSA), being the larger gulf country in the Middle East is a major contributor to solid waste. Consequently, this study was carried out to identify the motivational factors that consumers consider important for recycling their household waste. We extended the theory of planned behavior (TBP) and utilized actual behavioral variables such as resell, reuse, and donation. A structured questionnaire was carried out with 365 purposively selected respondents in the KSA. Among several other noteworthy findings consistent with previous studies, we found that reselling was the most significant factor of recycling behavior followed by donation. Further, the multi-group analysis (MGA) results reveal significant group differences in gender and age variables; the significance test indicates that the male group has much better pro-environmental behavior than the female group. In terms of age, our results showed that recycling intention and reselling behavior passed a significant test in the elderly group when compared to a younger group. This study has unique contributions and findings leading to practical implications for government authorities, businesses, and non-governmental organizations. The findings will particularly aid in increasing the recycling intention and behavior among household consumers. This research will guide in making laws and policies that can help to embrace the green challenges and boost recycling activities for a sustainable environment.

Global electricity consumption has increased dramatically in the past few decades, resulting in many countries considering energy efficiency as the only solution to tackle issues related to energy and pursue sustainable development goals. However, there is a shortage of studies at the household level on the propensity to use energy-efficient appliances (EEA), especially for developing countries, which have great potential for EEA adoption and usage. Besides, young consumers form an important part of developing countries’ population as well as the next generation of consumers. Yet studies examining their inclination toward more sustainable products such as EEA remain scarce. This study employs data gathered from a survey questionnaire among 240 young Pakistani consumers to explain EEA adoption by focusing on extended version of the theory of planned behavior (TPB), incorporating additional variables such as self-expressive benefits, utilitarian environmental benefits and moral obligations. The results show that utilitarian environmental benefits significantly influence attitudes, whereas self-expressive has an insignificant influence on attitude. Along with this study found moral obligation also has an insignificant impact on subjective norms. Finally, the study revealed the impact of purchase intention of EEAs on the purchase behavior of EEAs. Therefore, the results of this study present a novel understanding for Pakistani policymakers should pay more attention on shaping consumer attitudes, social values and perceived behavioral control, which will eventually drive energy-efficient appliance purchasing behavior.

Environmental sustainability importance increases, the environmental degradation problems attract the discussions around the world concerning many areas of life, consumption, and disposition of goods. Green marketing and advertisement have become a popular choice by companies to influence the consumer buying process. This study aimed to examine the moderated role of green advertisement among the influence of environmental concern, social impact, and self-image on green purchase behavior. The survey sample is 458 responses from various consumers. The methodological tools were quantitative research methods. The study applied confirmatory factor analysis and moderation analysis to evaluate the six hypotheses developed and proposed in the conceptual framework. The authors performed regression and moderation analysis after achieving the model fit indices and Cronbach’s alpha. The regression analysis reveals that independent variables environmental concern, self-image, and social impact had a significant influence on green purchase behavior. Furthermore, environmental concern and self-image have a more substantial influence on green purchase behavior. The moderation results revealed that green advertisement has a positive and significant moderated relationship among environmental concern, self-image, social influence, and green purchase behavior. The obtained results indicated that marketers could increase green purchase behavior. In turn, it will allow supporting the green environment by taking the above determinants of green purchase behavior into consideration for developing green policies and strategies which are mutually beneficial for the consumer as well as for the safe environment. The findings of this study suggest that green advertisement could increase green purchase behavior. Herewith, people become greener and environment-conscious in their routine life. The authors suggested practical implications for the strategists and marketers who are willing to go green. The study results present an overview of how marketers could devise more effective strategies and advertisement to endorse the green purchase behavior. Keywords: green purchase behavior, green products, sustainable consumption, eco-friendly environment, social influence, self-image, and green advertisement.