Green cosmetics made from organic ingredients are becoming increasingly popular due to their environmentally friendly nature. However, research on consumer behavior towards green cosmetics is rare, especially in developing countries like Pakistan. Previous studies have primarily focused on female consumers, and little is known about the behavior of male consumers. Therefore, this research aims to investigate the behavior of both male and female consumers towards green cosmetic products and analyze the factors that affect their purchase behavior. This study employs a quantitative approach with deductive reasoning and collects data through a questionnaire from major cities in Pakistan. The study finds that eco-awareness, social influence, price-quality instructions, health consciousness, and the need for uniqueness significantly influence consumer purchase behavior when buying green cosmetics. Interestingly, price sensitivity does not significantly affect consumer purchase behavior as consumers are willing to pay for high-quality green cosmetics. Based on the findings, the study recommends promoting eco-awareness and health consciousness among consumers through educational campaigns and workshops launched by the government and the private sector. Future research can explore factors such as age, gender, and specific generations like millennials and Generation Z, as well as packaging, branding, and product design to promote environmentally friendly and health-conscious products. Additionally, comparative studies between countries can identify universal and region-specific factors, and examining the overall impact of green cosmetic products on the environment can highlight areas for improvement in sustainability.

 This study employs a virtual reality (VR) game to examine the role of VR gaming in learning Saudi cultural heritage. By creating 3D (Three-dimensional) virtual heritage buildings, the game immerses players in cultural scenes, fostering a lasting appreciation for art history. Objectives include making heritage information dissemination engaging, blending learning and entertainment in a 3D environment, designing a gamified setting for active learning, and igniting interest in culture, tradition, architecture, and art history. This paper further highlights the significance of serious gaming in promoting the Saudi cultural heritage among the younger generation. The research involved immersing 59 participants into a heritage building environment using a VR game and then probing their experience of the environment through a questionnaire. Results indicate positive participant experiences, increased interest in Saudi cultural heritage and appreciation for VR technology. The study demonstrates the potential of VR games to make heritage accessible and enjoyable for the younger generation, motivating further exploration and learning. Valuable resources are provided for individuals and researchers interested in using VR gaming for cultural heritage engagement.

Resisting the adoption of medical artificial intelligence (AI), it is suggested that this opposition can be overcome by combining AI awareness, AI risks, and responsibility displacement. Through effective integration of public AI dangers and displacement of responsibility, some of these major concerns can be alleviated. The United Kingdom’s National Health Service has adopted the use of chatbots to provide medical advice, whereas heart disease diagnoses can be made by IBM’s Watson. This has the ability to improve healthcare by increasing accuracy, efficiency, and patient outcomes. The resistance may be due to concerns about losing jobs, anxieties about misdiagnosis or medical mistakes, and the consciousness of AI systems drifting more responsibility away from medical professionals. There is hesitancy among healthcare professionals and the general public about the deployment of AI, despite the fact that healthcare is being revolutionised by AI, its uses are pervasive. Participants’ awareness of AI in healthcare, AI risk, resistance to AI, responsibility displacement and ethical considerations were gathered through questionnaires. Descriptive statistics, chi-square tests and correlation analyses were used to establish the relationship between resistance and medical AI. The study’s objective seeks to collect data on primary and public AI awareness, perceptions of risk and feelings of displacement that the professionals have regarding medical AI. Some of these concerns can be resolved when AI awareness is effectively integrated and patients, healthcare providers, as well as the general public are well informed about AI’s potential advantages. Trust is built when, AI related issues such as bias, transparency, and data privacy are critically addressed. Another objective is to develop a seamless integration of risk management, communication and awareness of AI. Lastly to assess how this comprehensive approach has affected hospital settings’ ambitions to use medical AI. Fusing AI awareness, risk management, and effective communication can be used as a comprehensive strategy to address and promote the application of medical AI in hospital settings. An argument made by Chen et al. is that providing training in AI can improve adoption intentions while lowering complexity through the awareness of AI.

Social media interactivity creates consumer’s space of information seeking-sharing where its intensity could produce knowledge, creates new values and changes behavior. The aim of this study is to exploratory investigate the dual role of Generation Z’s information seeking-sharing behavior within green context through the interactive space of social media as a resource for the development of social media marketing strategy. The research employs mixed-method approach of qualitative-explorative data mining, quantitative cross-tabulation Chi-Square test, and integration. Two findings of this research are elaborated. First, consumer’s space of information-seeking leads to the process of green awareness rationalization, i.e., how environment-oriented actions can be rationalized. Second, consumer’s space of information-sharing leads to green social values, i.e., How environment-oriented actions can be socially recognized. The marketing implications of these two findings are business’ efforts to develop green-oriented strategic mindset through space of social media marketing “customer engagement” where the dual role of information seeking-sharing within green context is facilitated.

In the current context of multicultural collision, online information is impacting traditional gender values. To analyze the changes in gender role attitudes and gender awareness among Chinese Generation Z college students under the influence of various social factors, the study focuses on Generation Z college students and explores the impact of cultural, media, educational, and family factors on gender role attitudes and gender awareness among Chinese Generation Z college students through questionnaire surveys and quantitative analysis methods. The research results show that Generation Z college students exhibit extremely favorable gender perspectives, with the proportion of bisexual gender roles approaching 38%, surpassing the number of students with traditional understanding of single sex gender roles. At the same time, in school gender awareness education, research has found that the proportion of bisexual gender roles is the highest among students who accept open mindedness, at 46.6%. In family gender awareness education, students who receive parental gender awareness sharing education have the highest proportion of bisexual gender roles, accounting for 48.5%. Therefore, the current gender education for the new Generation of students in China needs to abandon traditional avoidance-based teaching methods and adopt an open and supportive attitude to guide students’ gender values.

In the rapidly evolving landscape of technological innovation, the safeguarding of Intellectual Property Rights (IPR) emerges as a critical factor influencing economic growth and technological advancement. This study, conducted in the context of organizations operating in the United Arab Emirates (UAE), meticulously explores the intricate dynamics between IPR awareness, enforcement, and their implications for information security practices. The research undertakes a thorough investigation with three primary objectives: a comprehensive examination of IPR awareness, an exploration of the relationship between IPR enforcement and information security practices, and an assessment of the impact of information sensitivity. To achieve these objectives, a sample population of 150 respondents from various sectors was engaged, employing a combination of survey instruments and robust statistical analyses. The findings of the study illuminate a strong positive correlation between IPR awareness and information security practices, underscoring the pivotal role of cultivating IPR awareness among organizations. Furthermore, the enforcement of IPR, intricately connected with a resilient legal framework, regulatory authorities, international agreements, and effective customs and border control measures, is identified as a significant influencer of information security practices. The study employs a statistical model that exhibits a high explanatory power, elucidating approximately 85.9% of the variance in information security practices. In conclusion, the research offers profound implications for organizations, policymakers, and stakeholders in the UAE, advocating for strategies such as education, legal and regulatory support, international collaboration, and robust access control mechanisms to fortify IPR awareness, enforcement, and information security practices. The integration of advanced tools such as the smart PLS software adds depth and reliability to the study’s analytical framework, contributing to its comprehensive insights.