Green Human Resource Management Practices to Promote Environmental Performance in the Hotel Industry: The Moderating Role of Environmental Knowledge and Green Transformational Leadership

In the current era, this world is facing environmental complications that affect sustainable development and overall environmental performance. This study investigates the role of Green Human Resource (GHRM) management practices, Green Innovation (GI), and Green Empowerment (GE) to promote the Environmental Performance (EP) of hotels. The study also investigates how Green Transformational Leadership (GTL) and Environmental Knowledge (EK) enhance the relationship between these factors, which is the focus of the research. This study is based on the Ability-Motivation-Opportunities (AMO) theory and employs a cross-sectional methodology. Data was collected from high-level, middle-level, and front-line management staff members of ten hotels in Lahore, Pakistan, categorized as 5-star and 4-star. A total of 340 individuals completed the questionnaire, and 307 responses were finalized for analysis after removing missing and outlier values. The acquired responses were analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) technique on SmartPLS for measurement and structural modeling. The findings indicate that GHRM practices are positively associated with green empowerment and green innovation, which are strongly linked to environmental performance. The results also found the positive moderating effects of green transformational leadership and environmental knowledge. Furthermore, this research expands the scope of GHRM by integrating variables such as environmental performance and knowledge, highlighting their importance for effective performance in the hotel sector

The Dark Side of Bottom-Line Thinking: How Supervisors’ Bottom-Line Mentality Stifles Employee Voice and Innovative Work Behavior?

The existing research on bottom-line mentality has mainly focused on understanding why it leads employees to unethical behaviors. The current study aimed at understanding why, how, and when supervisor bottom-line mentality (SBLM) discourages positive employee behavior (e.g., voice, and innovative work behavior), which is an under-researched area. While doing so, this study utilized the tenets of conservation of resource theory to explain the impact of SBLM. The study also identified psychological safety as the underlying mechanism of SBLM - employee positive behavior relationship. In addition, grit has been proposed in this study as the boundary condition of this relationship, which has not yet been studied with SBLM. The data from 156 respondents were collected using a self-administered questionnaire and non-random sampling. The confirmatory factor analysis was conducted using AMOS 23, and hypotheses were tested through ordinary least squares (OLS) regression analysis using SPSS Process Macro. The results supported the study hypotheses by showing that SBLM significantly affected employee voice, innovative work behavior, and psychological safety in the proposed direction. In addition, the mediation of psychological safety and moderation of grit were also supported. The study also provides important theoretical contributions and implications for managers and policymakers

Straight Talk or Green Talk? Family Firms and the Integrity of CSR Reporting

This study investigates whether family firms are less prone to corporate social responsibility (CSR) decoupling. By analyzing 34,588 firm-year observations across 41 countries (2006–2017) using panel regression on STATA 18 software, study finds that family firms exhibit significantly lower levels of CSR decoupling, greenwashing, and brownwashing compared to non-family firms. These findings suggest that family firms prioritize stakeholder interests and maintain greater alignment between CSR disclosure and performance. Moreover, country-level cultural practices moderate this relationship. Grounded in socioemotional wealth theory, the results imply that family firms, driven by long-term stakeholder relationships and reputational concerns, are more likely to engage in transparent and responsible CSR reporting

Does Brand Betrayal Indeed Incite Brand Hate? A Moderated Mediation Model of Past Experience and Perceived Deception

This study investigates whether brand betrayal, caused primarily by deceptive brand communication, incites brand hate among consumers. We performed PLS-based structural equation modeling, using SmartPLS on a dataset comprising 450 respondents selected through Mall Intercept sampling to corroborate the hypothesized relationships between the subject constructs. A significant mediating effect of perceived deception in the swelling of brand hate attributable to brand betrayal has been empirically substantiated. A moderation analysis reveals that the relationship between brand betrayal and perceived deception and the association between perceived deception and brand hate become more robust due to the crossover of negativity accumulated through past experiences. The paper offers rich contributions in enhancing our understanding of betrayal → deception, → hate serial links in the brand, and in the general context. This study\u27s findings expand the exiguous theoretical and empirical evidence on brand hate and offer helpful advice to marketers on how to truncate brand hate to avoid its negative implications. It is a pioneering study investigating the antecedents and contextual contingencies of brand hate in a South Asian geographical context

Addicted to the Fake: Coaction Theory and the Psychology Behind Counterfeit Consumption

This study explores how behavioral addictions, specifically compulsive and addictive buying, shape counterfeit consumption through the mediating roles of hedonic motivation and social comparison. While prior research has explored maladaptive buying behaviors and counterfeit purchasing separately, limited attention has been given to their intersection within emerging markets. Drawing on coaction theory, this study integrates these constructs to explain how psychological dependencies translate into unethical consumption choices. Data were collected from 944 young urban shopping mall consumers of Pakistan via self-administered questionnaires. The dataset was analyzed using SPSS 23 for preliminary analysis and AMOS 23 for covariance-based structural equation modeling. The findings confirm that both compulsive and addictive buying behaviors significantly influence counterfeit consumption indirectly through heightened hedonic and social comparison motives. These mediating mechanisms highlight that pleasure-seeking and peer conformity jointly sustain counterfeit demand among young consumers. The study contributes to the literature by extending coaction theory into consumer psychology and demonstrating how behavioral addictions operate within collectivist, price-sensitive contexts. Policy-wise, the results underscore the need for awareness campaigns and regulatory strategies targeting emotional and social triggers of counterfeit consumption. Marketers and brand managers can also use these insights to design interventions that promote authentic consumption habits and reduce counterfeit apparel

The Behavioral Intention of Young Travelers to Use Virtual Reality Technology in Cultural Tourism Destinations: An Application of Technology Acceptance Model

Technology plays a crucial role in safeguarding cultural and heritage assets for tourism destinations. Despite youths\u27 apparent technological proficiency, there has been limited research on their intention to use virtual reality (VR) in such settings. This study stands as one of the pioneering efforts to examine young individuals\u27 behavioral intention to utilize VR technology in cultural heritage tourism destinations within the Borneo region, specifically Sarawak. Drawing from the concept of the technology acceptance model, this study investigates how various factors of perceived usefulness (such as accessibility to information, information quality, and media richness) and perceived ease of use (such as interactivity) influence the behavioral intention to use VR technology in cultural tourism settings. Statistical Package for Social Sciences (SPSS) and WarpPLS were used for data analysis. This study gathered data from 250 valid responses from young visitors at cultural tourism sites in Sarawak, Malaysia. Employing a quantitative methodology, the interrelationships among the study variables were examined through partial least squares - structural equation modelling. The current research reveals that young individuals prioritize factors such as information quality, media richness, and interactivity when considering their intention to use VR technology in cultural tourism destinations. However, the accessibility of information was not found to be a significant concern. This study lies in its focus on the Borneo region, offering new insights into the adoption of VR technology in cultural heritage tourism among youths

Technology Readiness and Technology Acceptance in Virtual Reality Tourism: An Integration of TOE and TAM Frameworks

Virtual reality (VR) tourism presents a creative way to improve travel experiences and offers smart travel. On the other hand, compared to wealthy nations with sophisticated information infrastructure and smart tourism support, the exploitation of VR tourism in emerging tourism economies looks to be limited. Focusing on Ho Chi Minh City, Vietnam, a case study for growing tourism businesses, this paper attempts to establish a model identifying elements involving VR tourism acceptance in developing markets. Expanding the Technology Acceptance Model (TAM) with the Technology, Organization, and Environment (TOE) framework helps this model to emphasize elements like organizational readiness and knowledge of VR tourism in developing countries. Using partial least squares structural equation modeling (PLS-SEM) on data set of 260 tourism companies, the results show that perceived ease of use is less important, perceived usefulness of VR tourism has the largest effect on adoption intentions. Policy variables have little effect; critical elements are technological developments and organizational ability, compatibility. Therefore, in growing tourism industries, innovation, usefulness and availability of VR tourism play the most significant role. These findings suggest theoretical and practical implications on VR tourism adoption in developing markets

The Impact of Sustainable Leadership on Sustainable Performance: The Moderated Mediation of Green Organizational Culture and Organizational Commitment

This study investigates the relationship between sustainable leadership and the sustainable performance of Small and Medium-sized Enterprises (SMEs) in Pakistan, with a particular focus on the mediating role of organizational commitment and the moderating influence of green organizational culture. Data were collected from 351 respondents representing small to medium-sized manufacturing firms using a purposive sampling technique. SmartPLS 4 software was employed to test the measurement and structural model and to test the hypotheses using partial least square structural equation modeling. The findings reveal a significant positive association between sustainable leadership and sustainable organizational performance. Moreover, organizational commitment was found to mediate this relationship, while green organizational culture emerged as a critical contextual factor influencing these dynamics. This study contributes to the existing literature by offering a novel perspective on how sustainable performance encompassing ethical practices, social responsibility, and environmental initiatives is vital for achieving long-term organizational success in a rapidly evolving business environment

Consumer Privacy Concerns and Information Sharing Intention in Omnichannel Retailing: Mediating Role of Online Trust

Objective of this research is to find out the relationship between customers\u27 perceptions of an organization\u27s privacy information practices and their information-sharing intention in the context of omnichannel retailing. The study aimed to address the gap in research regarding privacy concerns and information sharing across integrated online and offline channels. Based on the Stimulus-Organism-Response (SOR) framework, research model of this study is proposed. The data collected from 392 omnichannel customers through an online survey and it was analyzed using Partial Least Squares Structural Equation Modeling. The results pointed out that customers\u27 perceptions of privacy practices (collection, unauthorized secondary use, improper access, and errors) positively influence their online trust and information-sharing intention. Online trust partially mediates the relationship between specific privacy concerns and information-sharing intention. Finally, the study concludes that omnichannel retailers need to prioritize transparency, implement robust data protection measures, as well as build trust to encourage customers to share information across channels

A Dual-Learning Pathway: How Digital Orientation and Financial Literacy Shape Digital Transformation in Chinese Agriculture Enterprises

This study mainly explores the direct effects of financial literacy, acquisitive learning, and experiential learning on digital transformation, while also analyzing the direct influence of digital orientation on both acquisitive and experiential learning. At the same time, this study also explores the mediating effects of acquisitive learning and experimental learning between digital orientation and digital transformation. This research is grounded in dynamic capability theory, focuses on Chinese agricultural firms. Data were collected through a structured questionnaire from 279 managers of Agricultural industrialization leading enterprises in China, and analyzed using PLS-SEM. The research findings indicate that financial literacy, acquisitive learning, and experiential learning all significantly enhance digital transformation, with acquisitive learning serving as a more crucial mediating factor in the relationship between digital orientation and digital transformation. Furthermore, the significance of digital orientation in promoting acquisition learning and experimental learning has also been confirmed. The research in this article provides theoretical basis and practical guidance for how agricultural enterprises can enhance their digital capabilities by improving financial literacy and learning mechanisms in the process of digital transformation