Sustainability and green campus initiatives are widely examined in developed countries but less attention has been paid in developing countries such as Pakistan. Therefore, this study intends to examine the links between sustainability dimensions and green campus initiatives by mediating role of teachers and students’ involvement. Green campus or sustainable campus or environment friendly campus is based on the principles of environmental sustainability, incorporating social, and economic and environmental dimensions. Questionnaire for assessment of sustainability was adopted and 529 responses were received from the faculty, management and servicing staff of the seven Mountain Universities of the Gilgit Baltistan and Azad Jammu and Kashmir in Northern Pakistan. Partial Least Square Structural Equation Modeling (PL-SEM) was used to analyse the data. The results indicated that energy conservation, water conservation, green transport, sustainable waste management have enhanced campus green initiatives. Teachers and students’ involvement partially mediate the relationship between green transport strategies, sustainable waste management and green campuses initiatives. While on another hand, teachers and students’ involvement have not mediated the links between energy conservation, water conservation and green campus initiatives. The study contributes to theory building in the area of green and environment friendly campus initiatives by enriching the understanding of the processes carrying the effect of sustainability dimensions and both teachers and students’ involvement.

The healthcare sector is progressively modest and patients expect higher service quality; therefore, healthcare practitioners’ and academic researchers’ attention upsurges in exploring service quality, intensifying satisfaction and generating behavioral intention. Despite the significance of the healthcare sector and the importance of quality-related matters, there is a paucity of research and publications dealing with healthcare service quality. This conceptual review evaluates the service quality in Pakistani healthcare sector rendering patients’ perspective. The proposed model emphasizes patients’ switching intention caused by poor or inadequate service quality through intervening constructs of satisfaction and alternative attractiveness. Additionally, current review explored the alternative attractiveness as mediator which was neglected in healthcare context. The model also attempts to propose the association between alternative attractiveness and outcome variable by switching costs regarding patients’ perspectives. The conceptual framework enables hospital managers to comprehend how patients assess healthcare quality provided in the presence of alternatives. The perception of patients would assist them in allocating healthcare resources and hospital management attain performance feedback through service quality parameters. Present review developed an inclusive framework as a novel injector in healthcare sector for patients’ perceived service quality.

Research in the field of online advertising has focused on the effect of in-stream ads on viewers’ attitudes and intentions to purchase. However, little is known regarding the crucial role of viewer’s control in terms of the ‘skip ad option’ towards the attitude to purchase. This research aims to investigate the effect of in-stream ads on viewers’ attitudes to purchasing with the moderating role of viewer control. Primary data was collected from respondents of Vehari district of Pakistan through a questionnaire based on 5 points Likert scale. 370 questionnaires were incorporated after excluding the questionnaires having missing values. Structural equation modelling was used through SmartPLS-3 software in testing the hypotheses. The findings reveal that, in-stream (emotional, informational, and entertaining) ads have positive impact on viewers’ attitudes, and viewers’ control moderates the relationship between in-stream ads and viewers’ attitudes towards the ads. Further, viewers’ attitude toward the ads has a significant positive impact on viewers’ intention to purchase. To the best of our knowledge this is one of the first studies that examines the effect of in-stream ads on viewers’ attitudes to purchasing with the moderating role of viewer control in the context of a developing country, like Pakistan.