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Purpose The purpose of this study is to develop an extended theory of planned behavior (TPB) model by adding religious commitment (RC) and self-efficacy as internal variables and investigating the effect of these variables on attitudes toward halal cosmetics. In addition, this study also examined the moderating role of halal literacy in the relationships between attitudes (ATT), subjective norms (SN), perceived behavioral control (PBC) and intentions to purchase halal cosmetics. Design/methodology/approach The method of data collection used was self-administered surveys with customers in two stores in Karachi, Pakistan, yielding 267 valid questionnaires. To guarantee validity and reliability, convergent and discriminant validity analyses were conducted, and structural equation modeling was advanced to assess the relationships between variables using smart partial least squares 3.0 software. The interaction moderation technique has been used to examine the moderating effect of halal literacy on the purchase intention (PI) of halal cosmetics. Findings The results show that RC and self-efficacy both significantly impact the attitudes of Gen Y. Normative beliefs also had a significant relationship with SN. Further, ATT and SN had a significant relationship with PI of halal cosmetics, while PBC was nonsignificant. Furthermore, halal literacy is found to have a positive moderating influence on ATT and PI, and SN and PI. Finally, the moderating effect of halal literacy does not exist in the relationship between PBC and PI. Research limitations/implications Participants’ characteristics should vary for future studies, and larger sample sizes may yield different results. It is critical for managers working in the cosmetic industry to monitor Muslim consumption patterns to develop strategies to reach Muslim consumers. This study reveals the effect of RC, self-efficacy and the moderating role of halal literacy on the behavioral attitudes of a booming market sector, which can guide marketing managers in developing more effective advertising campaigns. Originality/value This paper contributes to the halal consumption literature by exploring RC and self-efficacy as constructs for the very first time in the TPB model. To the best of the authors’ knowledge, this study is the first to explore the influence of halal literacy on Gen Y Pakistani Muslim consumer behavioral intention toward halal cosmetic products using the TPB model. The paper offers an extended TPB model framework that may be of interest to scholars, marketers and policymakers.

This study aims to determine the factors of consumer willingness to buy gray-market goods. The authors considered the impact of gray-market products on the product's brand image through Pakistan's empirical evidence. This study included three factors of gray goods: price consciousness, price-quality inference, and risk averseness and to check their impact individually and collectively on brand image. A field survey was conducted in this study to check the respondent's behavior toward gray markets and its impact on their brand image. The respondents of this research were those individuals who were habitual buyers of gray-market perfume products. Therefore, the population size was large enough to apply the probabilistic sampling method of Simple Random Sampling. The sample size of 350 was determined adequately. Hence, 350 respondents were asked to fill the questionnaire. The instrument of this study was self-developed. The close-ended questions by a Likert scale (7 points) were used to collect quantitative data. The internal consistency of the data was checked through the «Cronbach's Alpha» value. Hence, Cronbach's alpha's value was 81.7%. It was more than 70% threshold and showed the data was reliable and internally consistent for further data analysis. Regression analysis was performed on the data set to test the significance of hypothesized hypothesis. The result indicated that overall, there was a significant positive impact of gray-market goods on the companies' brand image. This study concluded that price consciousness did not significantly impact the purchase of gray goods. Thus, consumers are not price-sensitive, particularly in the Pakistan market. At the same time, gray goods impact the brand image in the Pakistani context. Simultaneously, the price-quality and risk averseness factors of gray goods a concern. These factors showed that companies' brand image is affected negatively. The policy and market regulators must consider the two factors pointed out in this research to mitigate the problem of gray-market goods in the developing economies.

This extant study attempts to present a comprehensive predictive model for solid waste recycling behavior. Solid waste is a major environmental concern globally. Particularly, the kingdom of Saudi Arabia (KSA), being the larger gulf country in the Middle East is a major contributor to solid waste. Consequently, this study was carried out to identify the motivational factors that consumers consider important for recycling their household waste. We extended the theory of planned behavior (TBP) and utilized actual behavioral variables such as resell, reuse, and donation. A structured questionnaire was carried out with 365 purposively selected respondents in the KSA. Among several other noteworthy findings consistent with previous studies, we found that reselling was the most significant factor of recycling behavior followed by donation. Further, the multi-group analysis (MGA) results reveal significant group differences in gender and age variables; the significance test indicates that the male group has much better pro-environmental behavior than the female group. In terms of age, our results showed that recycling intention and reselling behavior passed a significant test in the elderly group when compared to a younger group. This study has unique contributions and findings leading to practical implications for government authorities, businesses, and non-governmental organizations. The findings will particularly aid in increasing the recycling intention and behavior among household consumers. This research will guide in making laws and policies that can help to embrace the green challenges and boost recycling activities for a sustainable environment.

Environmental degradation and global warming are major challenges to humankind in the 21st century. Thus, businesses are now adopting and incorporating more sustainable manufacturing methods to produce environmental products and services. It is inevitable for organizations to adopt green practices and achieve sustainable performance. This extant research addresses how to obtain Sustainable Development (SD) through green innovation. The main purpose of this study is to develop a comprehensive model by integrating natural resource-based view (NRBV) and triple bottom line (TBL) framework. Three antecedents namely Green Absorptive capacity (GAC), Sustainable Human Capital (SHC), and Organization support (OS) were selected and their influence was checked on green innovation (GRIN) of the SMEs from manufacturing sector. This study included all three factors of Triple bottom line: environmental, economic, and social sustainability in terms of green innovation's possible consequences. Data was randomly collected from 304 firms in the kingdom of Saudi Arabia through questionnaire. Convergent and discriminant validity analyses were conducted to assure validity and reliability, and structural equation modeling (SEM) was utilized to assess the relationships between variables using smartPLS 3.0 software. Further, firms were categorized into two groups based on company size—small and medium—to explore group differences. Hence, firm size was included as a moderator in the proposed model and multi-group analysis (MGA) was performed. The results indicate that GAC, SHC and OS have positive influence on GRIN within SMEs. Further, results reveal GRIN had strong significant impact on all three variables of sustainable performance. The study concludes with MGA results that provided evidence of significant group differences, with a stronger relationship between GAC and GRIN in medium-sized firms compared to small-sized firms. Similarly, the relationship between GRIN and environmental performance was stronger in medium-sized firms than small-sized firms. This study is unique and provides practical and theoretical implications. This paper offers an integrative model for sustainability which may be of interest to scholars, marketers, and policymakers.

Increasing women’s financial empowerment is important as they experience a lack of control over economic resources as compared to men. Although plenty of research evidence is available on the determinants of financial empowerment among women in developed countries, there is less known in the context of a traditionally male-dominated society like Saudi Arabia. The current study proposes a conceptual model that examines the role of financial literacy and financial socialization, in the development of financial self-efficacy, financial coping behaviors, and financial empowerment among Saudi women using social cognitive theory (SCT). Data are collected through a baseline survey from a sample of 1,368 women respondents who belong to the different segments of society ranging from female university students to women in the household to women working in different sectors in Saudi Arabia. We employed partial least squares (PLS) path modeling techniques using SmartPLS to test the hypotheses proposed in this study. The study found a significantly positive association between financial literacy, financial coping behavior, and financial well-being. Financial socialization is also significantly related to financial self-efficacy and financial empowerment. We also found the positive role of financial self-efficacy and financial coping behaviors in the development of financial empowerment. The practical implication of this study includes the provision of financial literacy education/training to Saudi women and increasing their financial socialization to improve their financial well-being.

У статті проаналізовано роль екологічної свідомості споживачів при прийнятті рішення щодо придбання товарів. Авторами відмічено, що посидення дії негативних наслдків деградації навколишнього природного середовища на різні сфери суспільного життя провокує активізацію наукових досліджень у даному напрямі. У статті визначено, що компанії використовують зелений маркетинг та рекламу як засіб впливу на поведінку споживачів. Метою статті є дослідження посередницької ролі зеленої реклами на екологічносвідому поведінку споживачів. Детерміновану вибірку даних сформовано на основі результатів опитування 458 споживачів. Емпіричне дослідження проведено з використанням інструментарію кількісного аналізу. Авторами гіпотези дослідження перевірено за допомогою методів факторного аналізу та аналізу модерації. Незалежними змінними дослідження є: рівень стурбованості споживачів екологічними проблемами, самооцінка споживачів та соціальний вплив на прийняття рішень споживачами. Результати регресійного аналізу засвідчили, що незалежні змінні мають статистично значущий вплив на екологічносвідому поведінку споживачів. При цьому рівень стурбованості екологічними проблемами та самооцінка мають більший вплив на поведінку споживачів. За результатами аналізу модерації встановлено, що зелена реклама має статистично значущий позитивний зв’язок між рівнем стурбованості екологічними проблемами, самооцінкою, соціальним впливом та екологічнносвідомою поведінкою споживачів. У ході дослідження встановлено, що маркетологи можуть підвищувати екологічнносвідому поведінку споживачів. При цьому врахування вищезазначених детермінант споживацької поведінки при розробленні зеленої маркетингової політики та стратегій просування товарів, сприятиме мінімізації негативного впливу на навколишнє природне середовище. Авторами зазначено, що зелена реклама сприяє підвищенню купівельної спроможності, зростанню рівня екологічної свідомості населення та обізнаності про шляхи мімінмізації екодеструктивного впливу на навколишнє природне середовище. Результати дослідження мають практичне значення і можуть бути прийняті до впровадження при розробленні ефективних маркетингових стратегій, спрямованих на підтримку екологічносвідомої поведінки споживачів. Environmental sustainability importance increases, the environmental degradation problems attract the discussions around the world concerning many areas of life, consumption and disposition of goods. Green marketing and advertisement have become a popular choice by companies to influence the consumer buying process. This study aimed to examine the moderated role of green advertisement among the influence of environmental concern, social impact and self-image on green purchase behaviour. The survey sample is 458 responses from various consumers. The methodological tools were quantitative research methods. The study applied confirmatory factor analysis and moderation analysis to evaluate the six hypotheses developed and proposed in the conceptual framework. The authors performed regression and moderation analysis after achieving the model fit indices and Cronbach’s alpha. The regression analysis reveals that independent variables environmental concern, self-image and social impact had a significant influence on green purchase behaviour. Furthermore, environmental concern and selfimage have a more substantial influence on green purchase behaviour. The moderation results revealed that green advertisement has a positive and significant moderated relationship among environmental concern, self-image, social influence and green purchase behaviour. The obtained results indicated that marketers could increase green purchase behaviour. In turn, it will allow supporting the green environment by taken above determinants of green purchase behaviour into consideration for developing green policies and strategies which are mutually beneficial for the consumer as well as for the safe environment. The findings of this study suggest that green advertisement could increase green purchase behaviour. Herewith, people become greener and environment-conscious in their routine life. The authors suggested practical implications for the strategists and marketers who are willing to go green. The study results present an overview on how marketers could devise more effective strategies and advertisement to endorse the green purchase behaviour.

This research applies an extended theory of planned behavior (TPB) to empirically investigate consumers&rsquo, intentions in Pakistan to purchase energy-efficient appliances (EEAs). Most developing countries face energy crises. As a result, many countries consider EEAs to be part of the solution to energy-related problems and teach sustainable consumption behavior to consumers. Previous studies have neglected developing countries in this context, yet developing markets have great potential for EEA adoption. To understand EEA adoption, we incorporated such variables as warm glow benefits, utilitarian environmental benefits, normative beliefs, and moral obligations as antecedents to TPB variables. The moderating effect of eco-literacy between attitude, subjective norms, perceived behavioral control (PBC), and purchase intention toward EEAs are also examined. Data was gathered through a survey questionnaire from 673 Pakistani consumers to empirically test the proposed hypotheses. The results reveal that utilitarian environmental benefits and warm glow benefits significantly influence attitudes toward EEAs. The findings also show a positive effect of normative beliefs on subjective norms. The interaction effect of eco-literacy positively influences the relationship between attitude and purchase intention, with similar results for subjective norms and purchase intention. However, no significant moderating effect of eco-literacy is found between PBC and purchase intention. Furthermore, we performed multi-group analysis to explore significant group differences by utilizing socio-demographic variables such as gender, age, education, and income. The results show significant group differences, with females&rsquo, purchasing behavior, younger consumers, and educated consumers being more readily influenced. Finally, insights for policymakers, suggestions and future directions are discussed.

статті проаналізовано взаємозв’язок між іміджом, популярністю, рівнем задоволення, довірою та лояльністю молоді до бренду китайських смартфонів. Крім того, у роботі авторами проаналізовано вплив гендерного фактору на популярність бренду китайських смартфонів. При цьому аналіз наукової літератури з означеної тематики дослідження дозволив зробити висновок, що лише декілька раніше проведених досліджень стосуються теми брендів китайських смартфонів, а також поведінки та лояльності молоді до бренду китайських смартфонів. Таким чином, авторами зазначено, що дане дослідження сприяє розвитку теорії оцінки бренду. У статті розглянуто гендерні відмінності у сприйнятті бренду китайських смартфонів. Підгрунтям дослідження стали результати анкетування 188 студентів денної форми навчання приватного університету м. Ухань, Китай. При цьому аналіз даних здійснено на основі методу часткових найменших квадратів моделювання структурних рівнянь (PLS-SEM). Отримані результати дослідження вказують на суттєвий взаємозв’язок між іміджом та довірою до бренду, задоволенням брендом та довірою до нього, довірою до бренду та поведінкою і лояльністю. Авторами встановлено, що довіра до бренду є посередником у взаємозв’язку між іміджом, поведінкою і лояльністю споживачів, а також задоволенням брендом. Отримані результати дослідження дозволили виявити вплив іміджу на довіру до бренду з урахуванням гендерного фактору. Так, визначено, що імідж та довіра до бренду є визначальними факторами для чоловіків, на відмінну від жінок. Авторами встановлено, що влив задоволення брендом на довіру до нього є більш суттєвим для жінок, ніж для чоловіків. Таким чином, на основі отриманих результатів дослідження автори дійшли висновку, що китайські компанії повинні створювати довіру до бренду серед молоді за допомогою врахування їх стурбованості продуктом, оскільки імідж та задоволення брендом відіграють вагому роль у створенні лояльності до бренду. В результаті авторами визначено нові підходи до оцінки лояльності бренду, а також окреслено напрями для подальших досліджень. This study investigates the relationship between brand image, brand awareness, brand satisfaction, brand trust, attitudinal, and behavioural loyalty of domestic Chinese Smartphone brands among young consumers and determines the mediating effects of brand trust. This study also investigates gender differences. Only a few studies in previous literature related to Chinese Smartphone brands and their loyalty towards their domestic brands, therefore this study contributes to the literature. Survey questionnaires were collected from 188 full-time young students in a public university in Wuhan, China. The Partial Least Squares Structural Equation Modelling was employed in the data analysis. The findings revealed significant relationships between brand image and brand trust, brand satisfaction, and brand trust, brand trust, and (attitudinal & behavioural loyalty) except for brand awareness. Also, brand trust found to mediate the relationship between brand image and (attitudinal & behavioural loyalty) and brand satisfaction and (attitudinal & behavioural loyalty), but our finding suggests that brand trust failed to mediate in the relationship between brand awareness and (attitudinal and behavioural loyalty). The findings revealed that impact of brand awareness on brand trust found to be insignificant in both gender (male & female), impact of brand Image found to be significant in male but insignificant in female group. Impact of brand satisfaction on brand trust found to be significant in both genders, but impact is higher in male than female gender. Also, the study found that male user is more concerned about behavioural loyalty while female more concerned about attitudinal loyalty. This study suggests that domestic brands are lacking in creating awareness, so domestic brands need to focus on their marketing strategies and advertisements plans and also makes the strategies that can attract both male and female gender and entertain their concerns as well. This study further suggests that marketers and managers of domestic brands keep their eye open on international competing brands and modified their strategies to achieve effectiveness and efficiency so that local brands can have sustainable growth and competitive edge in the industry.

Brand extension strategy, based on the idea that the built-in value of the familiar brand name is transferable to new products. The major aim of this research paper was to find out that how consumer evaluate brand Extension. Authors have used four variables to establish the relationship with the dependent variable “consumer evaluation” of brand extension. The variables used in the study were listed as (1) Innovativeness (2) Multiple Brand extensions (3) Brand concept and consistency (4) Brand extension fit. In addition, four real life brands have been used as stimulus in this study. Questionnaire was developed and through Convenience sampling; it was administrated among sample population of 110. Regression analysis was used as statistical tool to analyze the relationship among dependent and independent variables. The findings showed that Consumer evaluation would be positive for those brand extensions that have a strong reputation for introducing multiple brands. Likewise, there was a positive relationship between consumer level of innovativeness and how consumer evaluates brand extension. Innovative consumers were more positive and favorably inclined towards brand extensions.

This research paper investigates different factors that affect Consumer Preference in Airline Industry. Nine Factors were considered for the research. Overall Consumer Satisfaction was dependent variable and rest nine was independent variables. Multiple Regression tool was selected for analysis of the data. Questionnaire was developed to collect data having Likert Scale. The findings of this study are based on the analysis of a sample of 100 respondents. The dimensionality of overall customer satisfaction of air line service was explored and nine dimensions were identified. These dimensions include Brand image, Assurance, Security, E-ticketing, Boarding, Punctuality of Schedule Frills, In-flight services and Price. The findings reveal that these eight dimensions are positively related to overall consumer satisfaction and only price/travel Fare was not significant.

Findings: Three hypotheses were tested with multi-mediation test by Preacher and Hayes. All three were accepted with most significant being Parent Brand Conviction and Brand loyalty jointly mediate the relationship between Consumer Perceived Brand Concept and Successful Brand Extension Evaluation for close extension. Methodology: One independent variable consumer perceived brand concept was used with the dependent variable “Successful brand extension evaluation” with two mediating variables. Real life close brand extension as stimuli was used in this study. Self developed questionnaire was filled by 462 respondents by simple random sampling technique. Purpose: This paper investigates how brand extension strategy can be used successfully by the companies while launching close brand extensions in the market. What are the antecedents (Mediating variables) of successful brand extension? Key Words: Parent Brand Conviction, Brand Loyalty, Consumer Perceived Brand Concept, Close Brand Extension & Multi-Mediation.