Healthy and environmentally friendly food is a subject of increasing prominence all around the world, and especially so in developing countries such as India, where consumption of agricultural goods produced in a sustainable environment with a low reliance on pesticides, antibiotics, hormones, and genetic manipulation is a real challenge. Consumer interest in green food items is increasing as safety and health concerns grow, and researchers are calling for further investigation of green food consumer behavior. Although a large number of research was done on environmental performance in industrialized countries, very little research has been conducted among Indian consumers. Furthermore, the gap between intention to consume green food products and actual behavior remains under-investigated. This gap can be investigated through the prism of theory of planned behavior (TPB). This theory has been widely used in green consumer studies: it seeks to explain how individuals make decisions and take actions based on their attitudes, beliefs, and perceived behavioral control. However, the TPB has not been extended to account for cultural values (i.e., Hofstede’s cultural framework), which can play an important role in shaping consumer attitudes and behaviors. Therefore, this research investigates the application of the extended TPB model in the context of green food products with a quantitative survey among Indian consumers (N=387). The results show that long-term (health) orientation and collectivism influence both green purchase intention and behavior. This effect is explained by subjective norms, perceived value, and environmental attitudes of the consumers.

The growing concerns about sustainable consumption encourage more consumer research on determinants that influence consumers’ green behavior. Although green consumption has risen for several decades, green adoption rates are often overestimated. This study rationalizes that developing strategies that follow human prehistorical roots may be effective in encouraging green consumption. This notion is supported by Miller (2009) regarding the reversal of direction to explaining consumer behaviour through human evolution and individual differences. Green strategies should focus on determining attributes that display specific characteristics favoured by respective peer groups. The current study introduces two evolutionary-focused priming stimuli as an ancestral motive to understand consumer behaviour. The selected evolutionary-focused stimuli represent the foundational modes in the evolutionary psychology of (1) mating (i.e. short-term mating) or (2) parenting (i.e. long-term parenting) modes. These different distinct modes are predicted to trigger different individual decisions based on each Sexual Selection strategy to pursue (Buss & Schmitt, 1993). Following Griskevicius’ et al. (2010) assertion that status signaling through pro-sociality is one of the primary green signaling mechanisms, this study further attempts to investigate the moderating effect of costly signaling. Therefore, this study aims to provide a conceptual framework with propositions on the role of evolutionary psychology in consumer decision-making in the green product context. The study proposes that viewing family-focused stimuli will induce higher buying intention on green products than viewing mating-focused stimuli. However, this effect may be moderated by costly signals.

Green consumption behavior (GCB) is desirable for a better world. The trend of GCB is expected to rise in the coming years. As such, it is imperative to understand the enablers of GCB. A significant majority of the investigated drivers of GCB are consumer-level factors. Studies focusing on the consumer-level showed that factors such as values, intentions, and personal norms could influence GCB. However, it is argued that compared to values or intentions, self-determined motivation can better predict GCB. The effect of self-determined motivation types (i.e., autonomous and controlled motivation) on GCB remains unclear due to prevailing gaps and contradictory findings. Furthermore, it is posited that people exhibit more self-determined behavior if they have strong self-awareness. Higher self-awareness can be achieved through mindfulness; therefore, differences in mindfulness level could affect the motivation-behavior relationship.

This study investigates the role of consumers’ value orientations on their attitude towards assertive green advertisements. We find that biospheric value orientation improves attitudes towards assertive ads and hedonic value orientation positively affects consumers’ perceived threat to their freedom. Besides, the study supports the role of assertiveness in persuasive communication.

Green product experience has become an important marketing strategy for corporations to tap potential green consumers. Based on the theory of planned behavior, this article explores the influence of attitude, subjective norm, and perceived behavioral control on consumers’ green purchasing intentions from the perspective of green product experience with consumers in China, Japan, and Korea as the research objects. Our findings suggest that green product experience of consumers in the three countries can directly affect consumers' green purchasing intentions. Green product experience has an indirect influence on consumers’ green purchasing intention through the mediating effect of attitude, subjective norm and perceived behavioral control. The multiple group comparison shows the external validity of TPB through an examination of green purchasing behavior in different cultural settings, which will help enterprises implement effective experience marketing strategies.

As environmental pollution and natural resource depletion are seriously threatening human beings’ well-being, consumers’ concern about environmental issues has substantially increased. Accordingly, increasing consumers consider themselves to be environmentalists and support environmental protection by consuming green products. In response, more and more firms follow the popular trend by conducting green marketing practices. As a result, green markets are demonstrating greater growth compared to conventional markets these days. On the other hand, advances in artificial intelligence (AI) and robotics are transforming the way of consumer-firm interactions in various industries including the green industry. More and more industries and firms adopt AI agents to replace or assist human employees. Deposit the pervasive and rapid nature of the transformation, however, we have limited knowledge of how the transformation of consumer-firm interaction influences green product marketing practices. Accordingly, the current research aims to investigate how the adoption of AI agents in green marketing strategies impacts consumers’ responses and further explore which mechanism underlying the process. To examine our hypotheses, we conducted a series of studies, and we collected the data through an online survey platform. Our findings demonstrated that consumers’ reaction was sufficiently different when they interact with AI agent compared to human agent in a green consumption context. Our findings contribute to enriching prior literature on green and AI by integrating each other and also provide practical implications for marketers in the related industries.

The objective of this research is to analyze the importance of Virtual Reality (VR) in digitally promoting perceived online trust toward green brands. We propose a conceptual framework based on Stimulus-Organism-Response to understand whether VR can increase cognitive and affective experiential state and customers' perceived trust toward green brands.

In many situations, consumers have to make a sacrifice (e.g., price premium, loss of personal comfort and efficiency) when choosing a green product over its traditional alternative. Utilizing attribution theory, we offer a set of research propositions as an attempt to explain how consumers may rationalize their perceived sacrifice in making green purchases. First, we posit that consumers’ internal attribution (i.e., individual behaviors cause environmental degradation) enhances their green purchase behavior. Second, internal attribution would generate senses of self-efficacy and guilt, which lead to motivations to accept the perceived sacrifice in purchasing green products. Third, when green purchase indicates a significant sacrifice, consumers tend to develop a coping strategy by switching attribution of responsibility to others, and thus the influence of internal attribution on green purchase will be weakened.

As one of the biggest service-oriented industries worldwide, the hotel industry significantly contributes to environmental degradation in several ways. Service marketers, consumers, and policy makers are increasingly aware of the damage that excessive natural resources depletion in the guise of water and energy consumption and CO2 emissions by hotels might bring about to the planet. As a result of the growing global concern about climate change, there has been an increase in consumer demand for environmentally-responsible hospitality options. One such option is green hotels, which are environmentally-conscious hospitality properties that are gaining popularity worldwide at a rapid pace. Consumers who prioritize eco-friendliness are willing to pay a premium for green hotels. However, unlike tangible products, services such as hotel experiences are subjective, emotional, and therefore, difficult to evaluate before actual usage. One of the prominent ways in which consumers assess green hotels’ credibility is through user generated content in the form of reviews.

The hospitality, tourism, and travel (HTT) industry has a significant environmental impact due to its water, energy, and waste production. One of the main challenges faced by the HTT industry is the reduction of the negative environmental impact of hotel businesses. Recent studies have shown that consumers are willing to pay a premium for green hotels that adopt environmentally friendly practices to minimize their impact on the environment. While interest in these practices has been increasing, not all consumers are familiar with actual benefits of green hotels. Therefore, it is necessary to employ strategies to increase consumers’ awareness and encourage positive pre-purchasing decisions when selecting a green hotel.

Medicinal plant-derived carbon dots are eco-friendly and possess therapeutic properties. Among the medicinal plants studied throughout the world, Centella asiatica (L.) Urb. is known for its medicinal values, especially its neuroceutical and cogniceutical properties. This work discusses the green synthesis of carbon dots (CDs) using C. asiatica leaves as the carbon source via fast and cost-effective microwave-assisted method, and its physico-chemical characterization via UV–visible, fluorescence and FTIR spectrometry, XRD, SEM, AFM, TEM, SAED, EDX and zeta potential analyses. The study revealed quasi-spherical CDs having size ~ 3–6 nm, polycrystalline nature, and presence of various functional groups like –COOH, –H, =CH2 and C–O–C with UV absorption peaks at 213 and 322 nm. Interestingly, the C. asiatica-derived CDs exhibited blue fluorescence under UV with maximum emission wavelength of 460 nm when excited at 400 nm. Further, these CDs were evaluated for their biological applications, which uncovered their potential in therapeutics such as antimicrobial properties against both Gram-positive and Gram-negative bacteria at a dose of 10 μg, strong antioxidant activity with IC50 values of 165.28 and 128.48 μg mL− 1 in DPPH and H2O2 assays, respectively, and profound anti-inflammatory activity with IC50 value of 106.20 μg mL− 1 in protein denaturation assay. The CDs were also assessed for cytotoxicity using whole blood cells and were found to be safe for in vitro administration. Thus, the C. asiatica-derived CDs can be exploited for their potent biomedicinal properties. Fluorescent carbon dots (CDs) were prepared by microwave-assisted pyrolysis of Centella asiatica leaf extract and purification. The as synthesized CDs were subjected to various physico-chemical characterization and biomedical assays to understand its properties.

Water electrolysis holds great potential as a method for producing renewable hydrogen fuel at large-scale, and to replace the fossil fuels responsible for greenhouse gases emissions and global climate change. To reduce the cost of hydrogen and make it competitive against fossil fuels, the efficiency of green hydrogen production should be maximized. This requires superior electrocatalysts to reduce the reaction energy barriers. The development of catalytic materials has mostly relied on empirical, trial-and-error methods because of the complicated, multidimensional, and dynamic nature of catalysis, requiring significant time and effort to find optimized multicomponent catalysts under a variety of reaction conditions. The ultimate goal for all researchers in the materials science and engineering field is the rational and efficient design of materials with desired performance. Discovering and understanding new catalysts with desired properties is at the heart of materials science research. This process can benefit from machine learning (ML), given the complex nature of catalytic reactions and vast range of candidate materials. This review summarizes recent achievements in catalysts discovery for the hydrogen evolution reaction (HER) and oxygen evolution reaction (OER). The basic concepts of ML algorithms and practical guides for materials scientists are also demonstrated. The challenges and strategies of applying ML are discussed, which should be collaboratively addressed by materials scientists and ML communities. The ultimate integration of ML in catalyst development is expected to accelerate the design, discovery, optimization, and interpretation of superior electrocatalysts, to realize a carbon-free ecosystem based on green hydrogen.

Freshwater and brackish blue-green algae were collected at 43 freshwater and brackish sites (including lakes, ponds, swamps, streams, and rivers and estuaries) throughout South Korea from March 2017 to October 2018, and were identified using light microscopy. A total 223 taxa in freshwater and 230 taxa in brackish waters in 2017 and 274 taxa in fresh and brackish waters in 2018 were identified and among them, 20 taxa were unreported taxa of blue-green algae in Korea; The new recorded taxa were Aphanocapsa marina, Calothrix fusca f. durabilis, Calothrix littoralis, Calothrix parva, Chamaesiphon minimus, Chroococcidiopsis cubana, Chroococcidiopsis fissurarum, Coelosphaerium aerugineum, Dolichospermum mendotae, Eucapsis alpine, Gomphosphaeria cordiformis, Gomphosphaeria natans, Merismopedia danubiana, Lynbya aestuarii var. gaditana, Tolypothrix tenuis, Pseudocapsa maritima, Pseudocapsa sphaerica, Pseudophormidium tenue, Trichodesmus sp. and Woronichinia elorantae.

본 연구는 집단급식소에서 제공되는 빈도수가 높은 비 가열 및 가열조리 엽경채류에 사용되는 차아염소산나트륨 수에 대하여 미생물적 안전성을 평가하고자 수행되었다. 비병원성 대장균과 장출혈성 대장균의 칵테일(E. coli O157:H7)을 엽경채류(초기 균수 7-8 log CFU/g)에 인위적 으로 오염시킨 후 차아염소산나트륨을 5분간 침지 후 흐 르는 물에 3번 씻어서 생균수를 측정하였다. 실험 결과 초 기 오염물질에 비해 살균효과가 1-2 log CFU/g 저감화하 여 대조군에 대해 유의적인 차이가 있었다(P<0.05). 잎채 소의 특성에 따라 약간의 차이가 있었는데 표면적이 클수 록, 덜 거칠고 잎이 부드러울수록 살균효과가 높았다. 200 mg/kg으로 처리하였을 때 100 mg/kg에 비해 0.1-0.3 log CFU/g만큼 효과가 더 감소하였으나 농도 증가에 따 른 유의적 차이는 없었다(P>0.05). 그러므로 학교급식위생 관리지침에서 제시한 기준 이상으로 차아염소산나트륨 농 도를 높이는 것은 불필요하다고 판단된다. 그러나 잎채소 는 일반적으로 미생물의 초기 오염도가 높기 때문에 차아 염소산나트륨 처리만으로는 안전한 수준의 저감을 달성하 기 어려워 생물학적 위험이 잔존한다. 따라서 여름철에 가 열하지 않은 잎채소의 대체 조리방법을 개발하는 것이 안 전성에 보다 효과적인 것으로 판단된다.

This study investigated the effect of the simulated refrigerated distribution environment on the quality characteristics of green lettuce and ground meat. The simulated refrigerated distribution conditions were as follows: (A) the door was not opened while storing the product in the refrigerator, (B) the door was opened for 20 s every 10 min, and (C) the door was opened for 1 min every 10 min (C). In A, B, and C conditions, the bottom temperature was higher, and the average temperature and temperature deviation of the inside of the packaging box, green lettuce, and ground meat increased according to door opening time. According to simulated refrigerated distribution conditions, food qualities such as browning index, total chlorophyll content, and vitamin C content in green lettuce, moisture content, water holding capacity, and volatile basic nitrogen in ground meat were changed.

In recent years, macroalgal bloom occurs frequently in coastal oceans worldwide. It might be attributed to accelerating climate change. “Green tide” events caused by proliferation of green macroalgae (Ulva spp.) not only damage the local economy, but also harm coastal environments. These nuisance events have become common across several coastal regions of continents. In Korea, green tide incidences are readily seen throughout the year along the coastlines of Jeju Island, particularly the northeastern coast, since the 2000s. Ulva species are notorious to be difficult for morphology-based species identification due to their high degrees of phenotypic plasticity. In this study, to investigate temporal variation in Ulva community structure on Jeju Island between 2015 and 2020, chloroplast barcode tuf A gene was sequenced and phylogenetically analyzed for 152 specimens from 24 sites. We found that Ulva ohnoi and Ulva pertusa known to be originated from subtropical regions were the most predominant all year round, suggesting that these two species contributed the most to local green tides in this region. While U. pertusa was relatively stable in frequency during 2015 to 2020, U. ohnoi increased 16% in frequency in 2020 (36.84%), which might be associated with rising sea surface temperature from which U. ohnoi could benefit. Two species (Ulva flexuosa, Ulva procera) of origins of Europe should be continuously monitored. The findings of this study provide valuable information and molecular genetic data of genus Ulva occurring in southern coasts of Korea, which will help mitigate negative influences of green tide events on Korea coast.