Purpose: This study investigates the mediating effect of Environmental Attachment (EA) among consumers in an emerging market, concentrating on the impact of two key factors: Green Environmental Awareness (GEA) and Sense of Responsibility (SOR) on Sustainable Product Consumption (SPC). Design/methodology/approach: A thorough online survey was carried out with Google Docs and distributed to 304 Pakistani consumers who now use or are considering purchasing sustainable or green products. Structural Equation Modeling (SEM) was used to rigorously test the suggested model utilizing a non-probability sampling technique, specifically the stratified purposive sampling approach. Findings: Green environmental awareness (GEA) and a sense of responsibility (SOR) have been shown to have a substantial impact on creating environmental attachment (EA) in both existing and potential customers of sustainable products. The findings of this study also revealed that environmental attachment (EA) plays an important role as a mediator in the links between green environmental awareness (GEA) and the consumption of sustainable goods (SPC), as well as between a sense of responsibility (SOR) and SPC. Despite this, it is crucial to note that the projected direct effect of GEA on SPC was shown to be statistically insignificant. This conclusion implies that additional factors outside the scope of this study may influence the relationship between GEA and SPC. Research limitations/implications: It is vital to highlight that the focus of this study is on an online sample of consumers near Punjab, Pakistan. Future studies should look at other parts of Pakistan to acquire a more complete picture of sustainable consumption trends. Furthermore, our findings suggest that characteristics impacting sustainable consumption, such as Green Environmental Awareness (GEA) and Sense of Responsibility (SOR), may differ among countries. As a result, performing a comparison analysis involving two or more countries could provide valuable insights into projecting sustainable product consumption among current and potential sustainable product customers. Originality/Value: This study contributes to the literature by investigating the factors of sustainable consumption using the lens of the Norm Activation Model theory (NAM), notably Green Environmental Awareness (GEA) and Sense of Responsibility (SOR), to predict sustainable product consumption. The findings are important for promoting long-term goals in Pakistan and provide a framework that can be applied in other emerging markets.

 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.

This study investigates the awareness of environmentally friendly (green) dentistry practices among dental students and faculty at Ajman University in the United Arab Emirates. The primary objective is to assess their understanding and application of eco-friendly dental practices, including waste management, energy conservation, and sustainable material usage. Using a descriptive cross-sectional design, an online survey was administered to 231 randomly selected participants. The results show that although awareness of green dentistry has increased, its practical implementation remains limited. Specialists displayed the highest levels of knowledge and practice, while general practitioners demonstrated the least. Male participants showed greater experience and expertise compared to females, and the age group of 30–39 exhibited the highest levels of knowledge and practice, although age was not found to significantly affect awareness or usage. The findings highlight the need for enhanced education and encouragement of green dentistry to protect the environment and promote sustainable dental practices.

During property renovations, sustainability is increasingly playing a crucial role in reducing environmental impacts, utilizing resources efficiently, and improving the quality of living environments. In our research, we examined the environmentally conscious thinking of potential clients for sustainable renovations, including their requirements for materials, which encompass enhancing energy efficiency, the importance of waste reduction, the significance of using alternative energy, and the application of eco-friendly, durable, and local materials. According to the results of our quantitative survey, respondents recognized the importance of sustainability considerations and expressed their commitment towards energy-efficient and eco-friendly solutions, although costs and payback periods continued to be decisive factors. We found that advocates of sustainable property renovations in our sample displayed environmentally conscious characteristics, and environmentally conscious consumers are willing to spend more for significant and long-term results. As part of our research, we conducted in-depth interviews with real estate agents and general contractors to understand sustainability considerations in the decision-making process of property renovations. The key lesson from the interviews was that buyers can be segmented into different groups, with those prioritizing environmental awareness being of significant importance. Based on the findings, sustainability is increasingly coming to the forefront in property renovations. Thus, our publication offers a detailed insight into market trends and practices.

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 paper aims to understand the local authorities’ reaction to green environment activities towards clean cities in Malaysia and how they respond to cleanliness awareness among the community. Four (4) cities, such as Melaka, Ipoh, and Muar dan Kuala Terengganu, were selected, and this study embarks on a qualitative research approach involving a semi-structured interview with top personnel from four local authorities. From the reaction point of view, some local authorities reacted positively towards the green environment and cleanliness of the city. Four (4) themes have been produced, such as awareness, which focuses on the daily routine of local authorities. Secondly, enforcement from the local government, with some warning and advice, really contributes to the changes in society’s attitude. Thirdly, support by local authority efforts, including awareness campaigns from electronic and printed media, does have a good impact. Lastly, active involvement from the local authorities regulated many communities in residential areas and had direct links with local communities and NGOs that annually organized green program activities. This study urged the Local Government Act 1976, which the local authorities are responsible for the enforcement activities such as the 3Rs (Reduce, Reuse, Recycle) activities and so on. Local authorities, state governments, and local communities should also help monitor and maintain environmental issues towards a clean city in Malaysia.