Despite prolific research on corporate social responsibility (CSR) in its various forms in the
hospitality industry, there is no consensus regarding the business case for CSR initiatives …

Issues regarding green restaurants have received significant scholarly and practitioner
attention in the last decade, particularly concerning why consumers adopt green restaurants …

Adopting green practices does not always guarantee customer retention and loyalty.
Employing the theoretical lens of cue utilization theory, we conceptualize green perceived …

Fostering customer green purchase behavior is a fundamental constituent of an eco‐friendly
hospitality firms' success. The present study developed a theory of green purchase behavior …

This study aims to identify customer belief structures underlying the cognitive process of
green restaurant patronage by applying the extended theory of planned behavior (TPB). The …

Purpose Building on the theory of planned behavior (TPB), the purpose of this paper is to
understand the green buying behavior of educated millennials in India. The study also …

The purpose of this paper is to examine the influence of ecodesigned packaging on
consumers' response. The theory of reasoned action (TRA) served as a framework for …

Purpose The purpose of this study is to investigate the influence of environmental concern,
perceived value, personal norms and willingness to pay on generation Z's purchase …

Purpose The purpose of this study is to explore the awareness and willingness level of
millennials in Indonesia towards cash waqf (cash endowment). Cash waqf has gained huge …

Research on the word-of-mouth intention of consumers has received increasing attention in
hospitality research. However, little research has explored the effect of green image on the …