This research explores the factors influencing consumers’ intentions and behaviors toward purchasing green products in two culturally and economically distinct countries, Saudi Arabia and Pakistan. Drawing on Ajzen’s Theory of Planned Behavior (TPB), the study examines the roles of altruistic and egoistic motivations, alongside environmental knowledge, in shaping green consumer behavior. Altruistic motivation, driven by concern for societal well-being and environmental sustainability, is found to have a stronger impact on green purchase intention and behavior in both countries, particularly in Pakistan. Egoistic motivation, which focuses on personal benefits like health and cost savings, also contributes but with a lesser influence. The research employs a cross-sectional survey design, collecting data from 1000 respondents (500 from each country) using a stratified random sampling technique. The collected data were analyzed using structural equation modeling (SEM) to examine the relationships between variables and test the moderating effects of environmental knowledge. The results reveal that environmental knowledge significantly moderates the effect of both altruistic and egoistic motivations on green purchase intention, enhancing the likelihood of eco-friendly consumption. These findings underscore the importance of environmental education in promoting sustainable consumer behavior. The originality of this study lies in its comparative analysis of green consumerism in two distinct contexts and its exploration of motivational factors through the TPB framework. Practical implications suggest that policymakers and marketers can develop strategies that appeal to both altruistic and egoistic drivers while enhancing consumer knowledge of environmental issues. The study contributes to the literature by expanding TPB to include the moderating role of environmental knowledge in understanding green consumption behavior across diverse cultures.

This study investigates the impact of entrepreneurial orientation and green innovation on the performance of SMEs. This research explores the wood waste industry in Ngawi, an area that has never been studied before, thus providing a new perspective and unique local relevance. These findings underscore the critical role of entrepreneurial orientation and green innovation in driving sustainable business growth and improving SME performance. The results show that both entrepreneurial orientation and green innovation having a positive and significant link with SMEs performance. Further, the study reveals that the relationship between entrepreneurial orientation and green innovation having a positive and significant link with SMEs performance mediated by knowledge-sahring. The study also highlights the importance of larger sample sizes, and external factors to provide more comprehensive insights for practitioners and policymakers.

Based on the resource-based view and institutional theory, this study investigates the impact of their environmental management capabilities and environmental, social, and governance (ESG) pressure on the non-financial performance of small and medium-sized enterprises (SMEs). In particular, it examines the interaction effect of ESG pressures on the relationship between SMEs’ environmental management capabilities and non-financial performance. For this study, a total of 1865 SME lists were obtained through Jeonnam Techno Park and Jeonnam Small Business Job and Economy Promotion Agency. Based on this, a total of 127 questionnaires were returned as a result of a telephone, e-mail, and online survey, and finally, an empirical analysis was conducted based on 120 questionnaires. We conducted an empirical analysis of Korean SMEs and obtained the following results: First, environmental management capabilities have a significant, positive effect on SMEs’ non-financial performance. Second, ESG pressure has a significant, negative effect on the non-financial performance of SMEs. Next, we analyzed the moderating effect of ESG pressures and observed that ESG pressures strengthen the positive effect of environmental management capabilities on non-financial performance. Based on the resource-based perspective and institutional theory, this study provides meaningful academic implications by examining environmental management capabilities and ESG pressures, which have not been identified in previous studies, as factors of non-financial performance that are becoming important under the new management paradigm, such as climate change and ESG. Furthermore, while ESG pressure has a significant negative effect on non-financial performance, we find that it is a moderating variable that strengthens the relationship between SMEs’ environmental management capabilities and non-financial performance, which has useful academic and practical implications for ESG and strategic management.

the development of digital technologies and their popularity in e-commerce is undeniable. However, consumers need to have a certain level of digital skills. The main aim of the paper was to examine and evaluate the development of consumers’ digital skills in the European Union and to identify the potential significant impact on online shopping. The EU countries studied experienced an increasing trend in both internet users and online consumers over the period under review, with Romania and Estonia experiencing the most significant year-on-year increases in internet users and online consumers respectively. The trend of consumers with digital skills was volatile and in some EU countries it was decreasing year-on-year. When comparing the share of online consumers and the share of consumers with digital skills, it was not possible to generalize the results as in some countries the values were at comparable levels, but in selected countries the share of consumers with digital skills was higher than the share of online consumers and in other countries the opposite was true. The results showed the existence of a significant impact of the level of digital skills on online shopping and also of the use of the internet for online shopping. The results obtained can provide a basis for online retailers to promote the increase of consumers’ digital skills, which will ultimately lead to the growth of e-commerce.