Open research questions in Environmental Sustainability in Business

What the literature leaves open

• improving operational Although the study provides valuable insights, it is limited to a sample of 120 respondents, including employees from Innovkraft Inc.

  Eco-Friendly Practices and Green Policies for Sustainable Human Resource Management · 2026 · DOI

• However, the complex relationships between SP and firm performance, as well as among different performance dimensions, remain debated in the literature.

  Impact of sustainability practices on organizational performance: path analysis from natural resources-based view · 2026 · DOI

• Our research addresses a gap in the literature by examining the impact of GTL on OS while considering the impact of GTM, which previous researchers did not consider.

  Green transformational leadership and organizational sustainability in Egypt’s renewable energy sector: The mediating role of green talent management · 2026 · DOI

• ABSTRACT This study addresses the gap in research on green knowledge management (GKM) by developing and validating scale metrics of GKM based on existing literature on knowledge management (KM) practices.

  Assessing the Impact of Green Knowledge Management on Employee Environmental Performance: A Validation and Empirical Study · 2026 · DOI

• While prior research has highlighted the strategic importance of GHRM for organizational sustainability, little is known about the everyday challenges faced by practitioners responsible for translating sustainability goals into HR practices.

  HR practitioners as executor-mediators: implementing green HRM in Taiwanese and Korean MNEs · 2026 · DOI

• The development and initial validation of the Green Marketing Problems (GMP) scale in this study open up several promising avenues for future research, centered on enhancing its validity, expanding its application, and deepening its theoretical integration. First, a critical next step is to enhance the external validity and generalizability of the scale. The current study was limited to a single industrial zone and utilized non-probabilistic sampling. Future research should test the GMP scale on larger and more representative samples, employing systematic sampling methods that include SME managers from diverse geographical regions across Turkey and beyond. Such cross-cultural applications are essential, as they would not only test the psychometric invariance of the scale but also provide invaluable comparative insights into how national culture, regulatory environments, and consumer awareness levels shape the challenges SMEs face globally. Similarly, applying the scale across different sectors (e.g., services, agriculture, tourism) will reveal how the nature and intensity of green marketing problems vary by industry context, facilitating sectoral comparisons and the transfer of best practices. Second, future research should employ longitudinal designs to overcome the limitations of our cross-sectional approach. Longitudinal validation would allow for an examination of the scale’s temporal stability and an analysis of how perceived barriers evolve in response to policy interventions or market shifts. More importantly, this design would enable researchers to move beyond correlation and test the causal relationships between the systemic cycle of barriers and objective firm performance metrics (e.g., profitability, market share), thereby empirically testing the “strategic inertia” concept proposed in this paper. Third, the GMP scale can be integrated into broader theoretical models to explore the antecedents and consequences of these perceived problems. For instance, studies could investigate how owner-manager characteristics (e.g., environmental values, educational background) influence their scores on the scale’s two factors. Furthermore, a crucial area for future inquiry is the relationship between perceived problems and social desirability.

  Scale Development Study on the Problems Faced By Smes in the Green Marketing Implementation Process · 2026 · DOI

• While this study provides important theoretical and empirical insights into eco-centric leadership (ECL), green culture (GC), green innovation (GI), and environmental performance (ENVP) in hospitality SMEs, several limitations should be acknowledged. These limitations do not undermine the validity of the findings but help clarify boundaries and suggest directions for future research. First, the study is limited by its empirical focus on small and medium-sized enterprises (SMEs) in the hospitality sector. Although SMEs represent a major component of the tourism industry, larger hotel chains and other tourism-related organizations such as travel agencies, destination management organizations, and eco-tourism enterprises may exhibit different dynamics in how leadership influences sustainability outcomes. Future research should expand the scope to include these organizational types. In addition, cross-sector and cross-country comparisons could help identify how institutional environments, regulatory frameworks, and cultural differences shape the relationships among ECL, GC, GI, and ENVP. Such comparative studies would improve the generalizability of the model. Second, the generalizability of the findings requires careful consideration. This study focused specifically on hospitality SMEs in Egypt, which may limit the applicability of the results to other industries and cultural environments. Future research should extend the investigation to different sectors such as healthcare, banking, manufacturing, retail, and education to validate the robustness of the proposed relationships across diverse organizational contexts. Moreover, comparative cross-cultural studies could provide deeper insights into how eco-centric leadership practices influence green culture, green innovation, and environmental performance in different regional and institutional settings. Third, the mediating mechanisms examined in this study are limited to green culture and green innovation. While these variables explain a significant portion of the relationship between eco-centric leadership and environmental performance, they do not capture the full range of possible mechanisms. Future studies could incorporate additional mediators such as organizational learning, green knowledge management, employee environmental motivation, and stakeholder engagement. Similarly, moderating variables such as technological readiness, resource availability, and environmental uncertainty could be examined to better understand the conditions under which eco-centric leadership is most effective. Fourth, environmental performance in this study was measured mainly in terms of ecological outcomes such as energy efficiency, waste reduction, and pollution control.

  Eco-centric leadership as a catalyst for environmental performance in hospitality SMEs: a serial mediation of green culture and green innovation · 2026 · DOI

• As a result, many sustainability interventions tend to remain at the level of policy intention, pilot implementation, or externally funded demonstration projects, with limited evidence of sustained institutionalisation or large-scale systemic transformation. Critically, the resource–regulation paradox underscores the risks associated with policy transfer and regulatory transplantation in contexts where local institutional realities are insufficiently accounted for.

  Bridging the Maturity Gap: A Comparative Analysis of Eco-Innovation Policy and Stakeholder Engagement in the UK and Nigeria via GHG Emission Scoping · 2026 · DOI

• The study sheds light on the cognitive and motivationally significant role of mainstream investors in evaluating green investment opportunities before engaging in the process, pre-adoption evaluation, as opposed to post-adoption behaviour, which is a research area that has not been adequately explored in the literature.

  Greening portfolios: the role of self-determination and egoism in pre-adoption green investment decisions · 2026 · DOI

• Second, it offers empirical findings regarding manufacturers (certified according to ISO 14001) in Malaysia, which is an under-researched but policy-sensitive setting.

  Green ambidextrous leadership and green innovation initiatives as drivers of sustainability performance: evidence from ISO14001-certified manufacturing firms in Malaysia · 2026 · DOI

• Purpose Despite a robust stream of international marketing research on greenwashing, it remains unclear how corporate political engagement (CPE) activities create conditions that allow greenwashing to flourish.

  Unraveling the nexus of corporate political engagement and greenwashing in global markets · 2026 · DOI

• Several limitations of this study suggest directions for future research. First, the sam- ple size is relatively limited, and further studies should ensure broader representation across regions and industries among Vietnamese MSMEs. Expanding both the sample size and population coverage would allow for more robust and generalizable findings. Future research should further investigate Hypothesis H3c to better understand the role of governance in MSMEs. In addition, incorporating control variables such as industry type, cultural values, and regional differences into the research model would provide a more comprehensive evaluation of ESG practices and their performance implications. Author contributions Tam Nguyen: Conceptualization, Data, Methodology, Analysis, Writing – original draftHoa Nguyen Thi Phuong: Data, Investigation, Visualization, Review & editing. Data availability No datasets were generated or analysed during the current study.

  Examining the relationship between business ethics, ESG practices and performance in Vietnamese micro, small and medium enterprises · 2026 · DOI

• This study has several limitations that should be acknowledged. First, the spatial scope of the research was limited, as it included suppliers cooperating with only six hotels. Therefore, the findings cannot be generalized to the entire hotel market, but apply only to the cases that were analyzed. Second, the use of a diagnostic survey method constitutes a limitation. The study relied on self-reported data regarding suppliers’ pro-environmental behaviors. As with all self-reported measures, there is a possibility of response bias, including social desirability bias, misunderstanding of questions, or situational factors affecting respondents’ answers. Consequently, respondents’ declared behaviors may not fully reflect their actual practices. Third, this study focused on direct interactions between hotels and their suppliers and did not analyze the broader structure and dynamics of supply chains. The organization and governance of supply chains may significantly influence suppliers’ pro-environmental behavior. Finally, suppliers’ behavior may also be influenced by additional factors not included in this study, such as operational constraints, regulatory requirements, or market conditions. Future research should consider these factors to provide a more comprehensive understanding of the determinants of pro-environmental behaviors in hotel supply chains. 118 International Journal of Contemporary Management REFERENCES Abdallah, A., & Antary, T. (2021). Key Discriminant Factors Affecting Hotels Owners and Managers Tendencies Towards Implementation of Water Conservation Measures, and Rainwater Harvesting Systems Installation at Hotels in Jordan. Fresenius Environmental Bulletin, 30(1), 779–89. Al-Aomar, R., & Hussain, M. (2017). An assessment of green practices in a hotel supply chain: A study of UAE hotels. Journal of Hospitality and Tourism Management, 32, 71-81. https://doi.org/10.1016/j.jhtm.2017.04.002 Alreahi, M., Bujdoso, Z., Dávid, L. D., & Gyenge, B. (2023). Green supply chain management in hotel industry: A systematic review. Sustainability, 15(7), 5622. https://doi.org/10.3390/su15075622 Astawa, I. K., Budarma, I. K., & Widhari, C. I. S. (2020). Green supplier selection practices and its implications of green purchasing: Case study at 5 stars hotel in Bali. International Journal of Applied Sciences in Tourism and Events, 4(2), 140-149. http://dx.doi.org/10.31940/ijaste. v4i2.1965 Baker, M. A., Davis, E. A., & Weaver, P. A. (2014). Eco-friendly attitudes, barriers to participation, and differences in behavior at green hotels. Cornell Hospitality Quarterly, 55(1), 89–99. https://doi.org/10.1177/1938965513504483 Banaeian, N., Mobli, H., Nielsen, I. E., & Omid, M. (2015). Criteria definition and approaches in green supplier selection-a case study for raw material and packaging of food industry. Production & Manufacturing Research, 3(1), 149–68.

  Exploring Pro-Environmental Behaviour Among Hotel Suppliers: Evidence From Selected Hotels in Poland · 2026 · DOI

• towards the of a Abdelfattah, F., Dahleez, K., Al Halbusi, H., & Salah, M. (2025). Strategic green alliances: Integrating green dynamic capabilities, AI, and electronic entrepreneurial innovation for sustainability. Sustainable Futures, 9, 100433. Ahmadov, T., Durst, S., Gerstlberger, W., & Kraut, E. (2025). SMEs on the way to a circular economy: insights from a multi-perspective review. Management Review Quarterly, 75(1), 289-322. Alghamdi, O., & Agag, G. (2024). Competitive advantage: A longitudinal analysis of the roles of data-driven innovation capabilities, marketing agility, and market turbulence. Journal of Retailing and Consumer Services, 76, 103547. Bhat, M. A., & Abdelwahed, G. (2026). Unveiling the drivers of green innovation and their impact on sustainability performance: the mediating role of circular economy practices. International Journal of Productivity and Performance Management, 75(2), 565-588. Borah, P. S., Dogbe, C. S. K., & Marwa, N. (2025). Green dynamic capability and green product sustainable development. Corporate Social Responsibility and for innovation Environmental Management, 32(1), 911-926. Buzzao, G., & Rizzi, F. (2021). On the conceptualization and measurement of dynamic capabilities for sustainability. Business Strategy and the Environment, 30(1), 135-175. Guo, Y. (2023). External knowledge acquisition and green innovation in Chinese firms: unveiling the impact of green dynamic capabilities. Sage Open, 13(3). 462 INTERNATIONAL JOURNAL OF ACADEMIC RESEARCH IN ECONOMICS AND MANAGEMENT SCIENCES Vol. 1 5, No. 2, 2026, E-ISSN: 2 2 2 6 -3624 © 2026 Horbach, J., & Rammer, C. (2020). Circular economy innovations, growth and employment at the firm level: Empirical evidence from Germany. Journal of Industrial Ecology, 24(3), 615-625. Khan, O., Daddi, T., & Iraldo, F. (2021). Sensing, seizing, and reconfiguring: Key capabilities and organizational routines for circular economy implementation. Journal of Cleaner Production, 287, 125565. Li, L. (2022). Digital transformation and sustainable performance: The moderating role of market turbulence. Industrial Marketing Management, 104, 28-37. Li, Z., Rasool, S., Cavus, M. F., & Shahid, W. (2024). Sustaining the future: How green capabilities and digitalization drive sustainability in modern business. Heliyon, 10(1). Lozada, N., Witjes, S., & van Kranenburg, H. (2025). Expanding the Company's Innovation Boundaries for Circularity: The Mediating Role of Green Strategic Orientation and the Moderating Role of Environmental Turbulence. Business Strategy and the Environment. Ma, L., Ali, A., Shahzad, M., & Khan, A. (2025). Factors of green innovation: the role of dynamic capabilities and knowledge sharing through green creativity. Kybernetes, 54(1), 54-70.

  Threat or Opportunity? Market Turbulence As a Catalyst For Green Innovation-Driven Circular Economy Adoption in High-Tech Sectors · 2026 · DOI

• In this context, future research should explore these dynamics across diverse age groups and cultural factors. Consequently, the findings may not be generalizable to consumers in other age demographics or Generation Y consumers in different markets as values, attitudes, and cultural factors can vary significantly across geographic regions.

  The Impact of Digital Content Marketing on Brand Equity and Purchase Intention: A Study of Green Food Packaging in Thailand · 2026 · DOI

• Two salient competitors and a two‐round Delphi with five experts Benchmarking: 2022‐2024; Delphi during primary study window Outputs used in analy‐…

  Breaking the Constraint Loop in B2G Environmental Services: Marketing Capabilities, Digital Conversion, and Cash-Cycle Frictions · 2026 · DOI

• This study has several limitations. Firstly, it is based on a single‐case design and therefore does not support statistical generalization. The value of this study lies in theory building and elaboration of mechanisms rather than population‐level inference. Secondly, although the study tri‐ angulates multiple sources of evidence, some interview accounts may still reflect retrospection or self‐justification in making sense of past actions. Thirdly, the survey sample was concentrated largely in one re‐ gional context and functioned as a diagnostic instrument rather than as a basis for formal causal modelling. Fourthly, while the paper addresses sustainability‐oriented marketing in environmental service markets, it does not directly measure environmental‐effectiveness outcomes. The study therefore cannot demonstrate whether financial and procurement frictions degrade the environmental performance itself. The study can Future research could build on this study in several ways. Multi‐case comparisons across regions and sub‐sectors could assess the boundary conditions of the proposed mechanisms. Larger‐sample studies could test the links between payment pressure, capability investment, and customer diversification more formally. Further research could also ex‐ amine how environmental service firms convert verified sustainability outcomes into procurement legitimacy and buyer value perceptions over time. Future research could also examine whether the constraint transmission mechanism operates differently across hidden market or policy states. In this respect, regime‐identification approaches such as those used by Li et al. (2026) may offer useful methodological inspira‐ tion for modeling state‐dependent variation in how financial pressure, information flows, and strategic responses interact over time.

  Breaking the Constraint Loop in B2G Environmental Services: Marketing Capabilities, Digital Conversion, and Cash-Cycle Frictions · 2026 · DOI

• should focus on creating standardized indices of greenwashing that can work in the Indian context, the implementation effectiveness of the CCPA Greenwashing Guidelines 2024 as implementation data becomes available, the role of technology in making greenwashing more transparent and verifiable at scale, conducting longitudinal research on the correlation between greenwashing reduction and environmental human rights outcomes, and the recording of case studies of successful greenwashing eradication that can provide models…

  Safeguarding environmental human rights by eradicating greenwashing through genuine corporate sustainability in India · 2026 · DOI

• legislation The findings of the present study have some limitations that need to be taken into account when interpreting the results. The research is mostly secondary data which are gathered from books, journals, reports and published literature that is associated with Sustainable Entrepreneurship and Green Marketing Practices. Consequently, the study won't necessarily reflect the dynamic nature of the market, consumer tastes and preferences, and new environmental that affect business decisions. Moreover, the research emphasizes overall strategic views and doesn't offer industry or regionthe specific applicability of the results in different industries and geographical locations. One difficulty in the analysis was also the lack of available and up-to-date information on sustainable enterprise practices. Moreover, the results of consumer attitudes towards green products and sustainable initiatives could differ from culture to culture, social to social and results economic, making economic generalizations difficult. The study provides useful insights into the importance of sustainability and green marketing for contemporary entrepreneurship despite the drawbacks. analysis, which restrict could the to 9.

  SUSTAINABLE ENTREPRENEURSHIP AND GREEN MARKETING: A STRATEGIC PERSPECTIVE · 2026 · DOI

• • Government should promote awareness campaigns. • Companies should reduce prices of eco-friendly products. • Digital platforms should spread sustainability awareness. • Educational institutions should encourage environmental education. © 2026 The Author(s). Published by IJCOPE Journal. Website: https://ijcope.org/ 11 International Journal of Creative and Open Research in Engineering and Management ISSN: 3108-1754 (Online) Volume 02 Issue 05 May-2026 | Impact Factor: 3.5 11. CONCLUSION Eco-friendly consumer behavior has become increasingly important for achieving environmental sustainability and sustainable development. Growing awareness about climate change, pollution, and resource depletion has encouraged consumers to adopt more responsible consumption practices. The digital era has significantly influenced consumer behavior by improving access to information and increasing awareness about sustainability. Social media platforms, e-commerce websites, online reviews, and digital marketing strategies play a major role in shaping consumer decisions. Although consumers show growing interest in eco-friendly products, several challenges continue to limit widespread adoption. High product costs, limited availability, and lack of trust in green marketing claims remain significant barriers. The study concludes that digital technologies have strong potential to promote sustainable consumption and environmentally responsible behavior. Businesses should focus on providing affordable and trustworthy eco-friendly products, while governments should support sustainability through awareness campaigns and policy initiatives. Future research can include primary data collection through surveys and interviews to gain deeper insights into consumer behavior and regional trends. 12.

  A Comprehensive Study on Eco-Friendly Consumer Behavior Trends in the Digital Era · 2026 · DOI

• The primary objective of this study was to understand the research model in real life experiences as the participants were asked to reveal the relative importance of sustainable consumption behavior in their lives. Thus, the study tested the effect of normative social influence on both sustainable consumption behavior and eco-friendly behaviors with mediating effects. According to findings of the study, hypotheses H1, H2, H4, H5 and H6 were accepted. Normative social influence variable significantly and positively affects sustainable consumption behavior (H1). This result is in line with the idea that individuals sometimes adapt their consumption patterns not for the sake of sustainability, but for gaining social approval or escaping from a possible sanction by their respective groups. Social norms may encourage individuals to prefer specific eco-friendly behavior, and thus normative social influence affects eco-friendly behavior (H2). Ecofriendly behavior also affects sustainable consumption behavior (H4) and environmental awareness (H5). It implies the idea that internal values of environmental awareness and external values of eco-friendly behavior are major antecedents of sustainable consumption. Eco-friendly behaviors support and integrates the relation of normative social influence and sustainable consumption behavior as social norms initiates eco-friendly behavior resulting in sustainable consumption behavior (H6). Hypotheses H3 and H7 are not supported as normative social influence does not affect environmental awareness proving that environmental awareness does not mediate the relationship. This finding may be explained as pointed out by Kollmuss and Agyeman (2002) as “Value-Action Gap” that social pressure (external factor) may not change the individual’s emotional state (internal factor) for environmental awareness. The results of the analysis confirmed that normative social influence positively and significantly affects both sustainable consumption behavior (H1) and environmentally friendly behavior (H2). The finding parallels with social influence theory, which argues that individuals conform to group norms to gain social acceptance or avoid exclusion. The study by Ekşi et al. (2021) indicates that social approval is a critical motivator in promoting green behaviors, which supports hypotheses H1 and H2 of our study. Similarly, studies in the literature (Salazar et al., 2021) show that subjective norms trigger sustainable product preference more strongly than individual attitudes. One of the most striking findings of the study is the determination that eco-friendly behaviors have a significant mediating role in the relationship between social influence and sustainable consumption (H6).

  The Impact of Normative Social Influence on Sustainable Consumption Behavior: The Mediating Role of Eco-Friendly Behavior and Environmental Awareness · 2026 · DOI

• Finally, future research should explore the role of technological interventions, such as mobile apps, real-time carbon footprint displays, and gamification strategies, in enhancing passenger engagement with carbon offset programs. Future Research Directions Building on the findings of this study, several avenues for future research are recommended.

  Creative Industry Small and Medium Enterprises, Absorption Capacity, Innovative Performance, Performance of Small and Medium Enterprises, Potential Absorptive Capacity, Realized Absorptive Capacity · 2026 · DOI

• 6.1. Conclusion This research paper aimed to investigate the relationship between green human resource management practices and employee green behavior, specifically focusing on employee attitudes towards green behavior and their intentions to engage in such behavior within small and medium-sized enterprises (SMEs). Based on the Theory of Planned Behavior (TPB) and the Ability-Motivation- Opportunity (AMO) model, the paper leads to a more sophisticated 275 AlDana, et al.: Green Training and Development and Green Employee Empowerment Influencing Employee Green Behavior: The Mediating Role of Employee Green Attitude and Intentions in Lebanese Small and Medium-sized EnterprisesInternational Review of Management and Marketing | Vol 16 • Issue 4 • 2026 insight into the psychological processes that come along with environmentally responsible conduct in organizations with lowlevel formalization. The findings indicate that green training and development (GTD) and green employee empowerment and participation (GEE) have limited ability to directly shape employee attitudes toward green behavior (ATTGB). However, once positive attitudes are present, they translate strongly into green behavioral intentions (GBI) and, in turn, employee green behavior (EGB). This suggests that the main challenge for green HRM lies in influencing employee attitudes rather than in converting attitudes into intentions or behavior. The relationships between employee attitude, green behavioral intention, and green behavior are positive, highlighting the importance of evaluative and motivational processes in explaining environmental responsibility behavior in the workplace. Moreover, green training and development and employee green behavior are correlated through employee attitude, and employee behavioral intention mediates employee attitude and employee green behavior. The findings indicate the significance of both cognitive and deliberate processes without showing a predetermined sequence of causality. The green transformational leadership failed to moderate any significant relationships between green HRM practices and employee attitude in the entire sample. Multigroup analysis suggests that leadership effects may vary across employee age groups; however, such effects remain weak and context-dependent rather than structurally robust. In general, the results indicate that practices of GHRM have the greatest relationship with the employee’s green behavior when they trigger the employee’s environmental understanding and evaluative orientations rather than structural or participatory mechanisms alone.

  Green Training and Development and Green Employee Empowerment Influencing Employee Green Behavior: The Mediating Role of Employee Green Attitude and Intentions in Lebanese Small and Medium-sized Enterprises · 2026 · DOI

• By including three differ- ent regions of northern India (Delhi NCR, Rajasthan and Jammu & Kashmir) the study attempted to represent different cultures in our sample; however the generalizability of results is limited to the region included.

  Influence of eco-awareness and price sensitivity on bridging the intention behavior gap in sustainable consumption · 2026 · DOI

• theory posits exhibit significantly greater sensitivity to perceived losses than equivalent gains, with this loss aversion tendency causing systematic dierences in decision-making preferences between gain and that decision-makers loss framing (Stewart et al., 2003). The framing eect, a key derivative concept of this theory, specifically refers to how logically equivalent information triggers distinct psychological responses and behavioral choices when presented through dierent framing approaches (gain/loss orientation) (Tversky and Kahneman, 1981; Lee and Aaker, 2004). This phenomenon provides a crucial theoretical framework for understanding information dissemination mechanisms in the green consumption domain, because green consumption is a typical “cost-benefit trade-o ” decision-making behavior, and consumers’ perception of the gains and losses of green consumption is directly aected by information framing. In green consumption research, scholars typically categorize environmental information into positive and negative messages based on their environmental impact attributes. Positive messages highlight the benefits of green consumption, such as energy eÿciency, cost reduction, and ecological improvement. These messages enhance consumers’ perceived behavioral eÿcacy, evoke positive emotions like pleasure and identification, and ultimately increase their willingness and inclination to participate in green consumption (Laskey et al., 1989; Stadlthanner et al., 2022; Grappi et al., 2024). The core mechanism of positive information is to reduce the perceived cost of green consumption and highlight its tangible benefits, thereby stimulating consumers’ active participation. Conversely, negative messages focus on environmental risks and behavioral losses, such as intensified climate disasters and ecosystem degradation. By triggering consumers’ loss aversion and moral negative emotions like guilt and shame, they create driving forces for environmental behavior under specific circumstances (Maheswaran and Meyers-Levy, 1990; Amatulli et al., 2019). The core mechanism of negative information is to enhance the perceived risk of non-green consumption and arouse consumers’ moral responsibility, thereby pushing them to engage in green consumption. Notably, existing research on framing eects in green consumption remains inconclusive, with some studies failing to identify optimal scenarios for either positive or negative messaging (Ropret Homar and Kneževi´ c Cvelbar, 2021). Evidence suggests that combining both types of information eectively enhances communication persuasiveness by clearly demonstrating the benefits of green consumption while emphasizing the environmental costs of inaction. However, a critical research gap persists: the optimal contexts and target consumer groups for these framing approaches remain unclear. Particularly in social media environments where information is presented through dierent behavioral agents (individuals or groups), the mechanisms linking framing types to behavioral agents and their synergistic eects on green consumption intention require systematic exploration. This gap provides a key research focus for our study: we argue that the eect of information framing is not isolated, but is constrained by the type of behavioral agent, and only the matching combination of the two can maximize the persuasive eect of green information. 2.1.3 Interaction between behavioral agent types and information framework In the context of green consumption communication on social media, there are significant dierences in the information focus and expression logic between individual and group subjects.

  From click to green choice: the influence of social media content type on green consumption intention · 2026 · DOI

Most-cited papers in Environmental Sustainability in Business

• The Role of Corporations in Achieving Ecological Sustainability · Academy of Management Review · 1995 · 1,437 citations
• Greening organizations through leaders' influence on employees' pro‐environmental behaviors · Journal of Organizational Behavior · 2012 · 1,000 citations
• Corporate social responsibility and environmental performance: The mediating role of environmental strategy and green innovation · Technological Forecasting and Social Change · 2020 · 931 citations
• Analyzing the relationship between green innovation and environmental performance in large manufacturing firms · Technological Forecasting and Social Change · 2020 · 646 citations
• Perceived Greenwashing: The Effects of Green Marketing on Environmental and Product Perceptions · Journal of Business Ethics · 2020 · 628 citations
• Bad Greenwashing, Good Greenwashing: Corporate Social Responsibility and Information Transparency · Management Science · 2020 · 511 citations
• Do corporate social responsibility practices contribute to green innovation? The mediating role of green dynamic capability · Technology in Society · 2022 · 454 citations
• Green consumer behavior: determinants of curtailment and eco‐innovation adoption · Journal of Consumer Marketing · 2010 · 429 citations
• Green management and financial performance: a literature review · Management Decision · 2009 · 414 citations
• Stakeholder legitimacy in firm greening and financial performance: What about greenwashing temptations?☆ · Journal of Business Research · 2022 · 401 citations

Most recent work

• Navigating hospitality environmental dynamism: How green knowledge and green absorptive capacity drive innovation and competitive advantage? · Tourism and Hospitality Research · 2026
• The impact of green innovation-based and sustainable leadership on sustainability performance: a case of Indonesian furniture manufacturing industry · International Journal of Productivity and Performance Management · 2026
• The Integration Between Green Marketing and Artificial Intelligence to Achieve Corporate Sustainability · Sustainability · 2026
• Impact of voluntary environmental regulation on green innovation in enterprises: a moderated mediation model · Clean Technologies and Environmental Policy · 2026
• SUSTAINABLE CHOICES, GENERATIONAL VOICES: UNRAVELING THE GREEN BUYING BEHAVIOR OF MILLENNIALS AND ZOOMERS USING THE THEORY OF PLANNED BEHAVIOR · Journal of Environmental Science and Sustainable Development · 2026
• Breaking the Constraint Loop in B2G Environmental Services: Marketing Capabilities, Digital Conversion, and Cash-Cycle Frictions · Management Research Quarterly. · 2026
• The sense of belonging in the use of sustainable technologies: a longitudinal study · Journal of Enterprise Information Management · 2026
• The role of internal governance competence in mitigating ESG greenwashing: insights from emerging markets · Economics of Governance · 2026
• Empowering ESG practices and eco-innovation due to responsible leadership and organizational culture · Journal of Global Responsibility · 2026
• From green talent management to organizational green image: A sequential mediation model · Journal of Entrepreneurship Management and Innovation · 2026

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