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.

This study presents a comprehensive two-dimensional numerical analysis of natural laminar convection within a square cavity containing two circular heat sources, which simulate electric cables generating heat due to Joule heating. This scenario is particularly relevant in aeronautics, where excessive heating of electrical installations can lead to significant material and human safety risks. The primary objective of this research is to identify the optimal spacing between the two heat sources to mitigate the risk of overheating and ensure the safe operation of the electrical installation. To achieve this, various configurations were analyzed by adjusting the distance between the heat sources while also varying the Rayleigh number across a range from 10³ to 10⁶. The governing equations for the fluid flow and heat transfer were solved using a FORTRAN-based numerical code employing the finite volume method. The results indicate that the heat transfer characteristics within the cavity are significantly influenced by both the distance between the heat sources and the Rayleigh number. The analysis revealed that the average Nusselt number (Nu_avg) peaked at a value of 14.69 when the distance between the heat sources was set at 0.7 units and the Rayleigh number was at 10⁶. This finding suggests that maintaining this specific spacing between the electrical cables can optimize heat dissipation and enhance the safety of the installation. In conclusion, the study recommends adopting a spacing of 0.7 units between the electrical cables to ensure optimal thermal performance and minimize the risk of overheating, thereby safeguarding both the materials and personnel involved in aeronautical operations.

Social media influencer marketing has emerged as an essential marketing strategy in the online interactive environment. This study investigates the impact of influencer-consumer fit (ICF) on behavioral intentions; intention to co-create brand value (ICC) and purchase intention (PI), with the serial mediation of influencer authenticity (IA) and attitude toward brand (ATB). A self-administered questionnaire was distributed to followers of social media influencers in Pakistan. The data were collected from 421 female followers of social media influencers through survey and partial least squares—structural equation modeling was used for data analysis. The findings reveal that ICF impacts IA, while the latter impacts ATB. ATB in turn impacts behavioral intentions. The direct effects suggest that ICF impacts consumers’ PI but not the ICC. However, with the serial mediation of IA and ATB, the relationship becomes significant. The findings of this study may assist managers in building brand strategies to achieve excellence in a highly dynamic and competitive market by leveraging the power of influencer marketing.

This study investigated the level of satisfaction among consumers of special tea (Monsonia burkeana) in the Capricorn District Municipality, Limpopo Province, South Africa. It sought to identify the factors that influenced this satisfaction. A total of 225 respondents were selected using snowball sampling, and primary data were collected through structured questionnaires. Descriptive statistics were used to analyse consumer profiles and satisfaction levels, while multinomial logistic regression determined the factors influencing satisfaction across four categories: “Not satisfied at all”, “Satisfied”, “Not sure”, and “Highly satisfied”. The results revealed an average respondent age of 29.95 years and an average annual tea consumption of 4.684 uses, with over 50% of both male and female respondents expressing satisfaction. Regression analysis indicated that market access, cultural influences, income level, and the person introducing the tea significantly influenced dissatisfaction relative to high satisfaction. The income level was the only significant factor distinguishing “Satisfied” from “Highly satisfied”. Gender, age, marital status, and employment type were significant predictors for “Not sure” compared to “Highly satisfied”. These findings highlight the importance of developing the medicinal plant market, promoting cultural education, and implementing sustainable cultivation and conservation practices for Monsonia burkeana. Efforts to improve market access and address income disparities are also necessary to enhance consumer satisfaction and ensure the tea’s continued availability and cultural relevance.

Edible cutlery is a safe alternative that, if adopted, can act as a panacea to plastic pollution. Consumers who believe in a lifestyle of health and sustainability (LOHAS) can motivate others by taking the lead in this direction. This study has explored the psychological variables associated with LOHAS consumers in conjunction with the product attributes of edible cutlery to check whether these variables can influence lifestyle of health and sustainability (LOHAS) consumers to adopt edible cutlery. An empirical study on 210 LOHAS consumers using Partial Least Squares Structure Equation Modelling (PLS-SEM) and Importance Performance Matrix Analyses (IPMA) showed that social consciousness and subjective norms motivate them to adopt edible cutlery in restaurants. This finding has an implication for hospitality businesses using edible cutlery that can target LOHAS consumers with strategies that affect their social consciousness and subjective norm belief for better adoption intentions.

The ongoing dissemination of globalization and digitalization may suggest that personal relationships are becoming less crucial in the context of retail banking and financial services. In Hungary, in addition to private banking, which is associated with high income levels, personal banking also plays an important role. The objective of this study is to develop a model that can identify the factors that determine customer satisfaction and their relative importance. Furthermore, the aim is to incorporate gender and age as moderator variables to identify demographic differences in satisfaction. The analysis was conducted via a questionnaire survey in October to November 2023 employing a purposive sampling approach in a university environment, as the respondents are likely to possess the highest level of existing financial knowledge within this population. The 214 valid responses were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach, with the objective of contributing to the development of theory in this field of study. The results demonstrate that perception (β = 0.519) and reliability (β = 0.253) collectively explained 51.8% of the variance in satisfaction. Moreover, the results indicate that perception accounts for 49.2% of the variance in reliability, suggesting the existence of an indirect effect on satisfaction. Therefore, the findings suggest that, despite the advent of digital banking, face to face service remains a pertinent concern in Hungary, and financial institutions should prioritize the factors that shape customer satisfaction. The study contributes to the literature and to the development of customer loyalty strategies for banks based on these findings.