The objective of this study is to examine the extent of awareness, intention, and behavior among university students in relation to green marketing. It is recognized that the present cohort of students, as well as future generations, will have a substantial impact on shaping the course of the world. The respondents for this study consisted of university students, and the collected data was subsequently analyzed using SPSS (Statistical Package for Social Sciences) 25 in order to test the stated hypothesis. University students exhibit a comprehensive understanding of green marketing and a conscious inclination toward embracing favorable intentions and behaviors in relation to this domain. The results of this study suggest that there exists a statistically significant and positive correlation between individuals’ level of green awareness and their intention to participate in environmentally friendly consumer practices. Furthermore, it has been observed that the intention of consumers to engage in green practices has a noteworthy influence on their subsequent behavior in terms of adopting environmentally friendly behaviors. The findings obtained from studies on green marketing are of utmost importance in offering valuable guidance and orientation toward a future characterized by heightened environmental awareness and sustainability. The novelty of this study is to provide a lucid comprehension of students’ perceptions about green marketing. Several factors can potentially impact the intention and behavior of environmentally conscious consumers, including personal values, social norms, and economic factors. Additional research is necessary in order to obtain a more thorough comprehension of the complexity of these variables, and how they interact to impact consumer behavior.

Amidst China’s burgeoning population and rapid technological strides, this study explores how elderly citizens navigate and embrace electronic governance (e-governance) platforms. Addressing a crucial gap in knowledge, we delve into their limited digital fluency and its impact on e-governance adoption. Our meticulously crafted online survey, distributed via WeChat across significant cities (Beijing, Shanghai, Tianjin, Changsha), yielded 396 responses (384 analyzable). Utilizing Structural Equation Modeling (SEM), we unearthed key influencers of subjective norms, including perceived ease and usefulness, trust, supportive conditions, and past tech exposure. These norms, in turn, positively shape attitudes. Crucially, educational background emerges as a moderator, amplifying the positive link between attitudes and e-governance engagement intent. This underscores the necessity of an inclusive, customized e-governance approach, offering valuable policy insights and advocating for holistic solutions for older adults. Our research yields empirical and theoretical contributions, paving the way for actionable Social Sustainability Marketing Technologies in China, particularly championing digital inclusivity for seniors.

Purpose: The level of the environment is gradually declining, especially with regard to the serious problem of solid waste. Solid waste segregation-at-source is seen as the most essential approach to helping the natural environment minimize the amount of waste generated before being transferred to waste disposal sites and landfills in many rapidly growing towns and cities in developing countries. However, a number of previous environmental-based research have focused only on the general scope of recycling, sustainable development, and the purchase intention for sustainable food products. This situation has led to useful and relevant information on the research scope of households’ intention to segregate solid waste at source, which remains largely unanswered. The aim of this paper is, therefore, to provide a literature review to develop a novel theoretical framework in understanding the determinants of households’ intention to practise solid waste segregation-at-source. Theoretical framework: The study provides a detailed explanation of the application of the Theory of Reasoned Action, the Fietkau-Kessel Model, the Focus Theory of Normative Conduct, and the Value-Basis Theory to predict the relationship between attitude, subjective norms, environmental concerns, and environmental knowledge of households on intention to practise solid waste segregation-at-source. Design/methodology/approach: This research is descriptive in nature. Findings: A better understanding of the potential mediator and moderator is needed to contribute to the body of knowledge on the causal relationship between the studied variables. In conclusion, the researchers discuss how the framework can be used to address future research implications as more evidence emerges. Research, practical and social implications: The current study is expected to broaden previous research in order to improve general understanding of attitudes and subjective norms towards the specific research scope of solid waste segregation-at-source.

The study focuses on the employees’ behavioral intentions towards the usage of disruptive technology in the industry. The digital technology application in consumer, retail, and hospitality, education and training, financial services, the health sector, infrastructure, government, and airports. The study objectives were to explore the possible adoption of innovation and creativity changes and their acceptance by the employees in the organization. To identify the variables impacting behavioral intention and analyze how these variables relate to perceived usefulness, attitude, perceived ease of use, facilitating conditions, and technology optimism. A structured questionnaire was used to collect data from 335 respondents, who were selected based on their relevance to the study objectives. The questionnaires were distributed through the Google Forms application, and the data were collected and analyzed periodically. The findings of the study provide valuable insights into the behavioral intention towards disruptive technologies in Kuala Lumpur and Putrajaya locations in Malaysia and highlight the significance of factors such as perceived usefulness, attitude, perceived ease of use, facilitating conditions, and technology optimism. The research contributes to the existing body of knowledge on Industry 4.0 by providing empirical evidence and practical implications for organizations seeking to leverage disruptive technologies in their operations management.