본 연구에서는 복숭아혹진딧물의 포식 기생자인 콜레마니진디벌의 기능반응을 조사하였다. 이산화탄소 농도별(400, 600, 1000ppm) 복 숭아혹진딧물 밀도를 달리하여(2, 4, 8, 16, 32, 64, 128마리) 콜레마니진디벌 한 마리를 24시간 동안 노출시켰다. 각 이산화탄소 처리에서 콜레 마니진디벌은 제 3 유형의 기능반응을 보였다. 600 ppm (0.015 day)과 1000 ppm (0.014 day)에서 추정된 처리시간은 400 ppm에서 추정된 결 과(0.017 day)보다 짧았다. 이산화탄소 농도별 복숭아혹진딧물 기생률은 유사한 특징을 나타내었다. 가장 높은 기생률은 400, 600, 1000 ppm 에서 복숭아혹진딧물 16, 32, 32마리에 대해 0.57, 0.61, 0.70이었다. 이산화탄소 농도 증가는 콜레마니진디벌의 기능반응에서 공격율에는 영향 을 주지 않았지만 처리시간에는 영향을 주었다.

본 연구에서는 대파의 가락시장 도매가격을 이용하여 기존 시계열 모형인 ARIMA 모형, 홀트-윈터스 평활법과 대표적인 기계학습 방법인 랜덤 포레스트(Random forest) 분석 기법의 가격 예측력을 비교하였다. 세 모형의 예측력을 분석한 결과는 다음과 같다. 가장 예측력이 높게 나타난 모형은 3년(36개월)을 주기로 설정한 ARIMA 모형이었다. 또한 ARIMA 모형과 홀트-윈터스 평활법은 일별 데이터보다 월별 데이터를 이용한 예측 결과의 정확도가 더 높아 훈련 데이터에 대한 과적합(overfitting)이 오히려 예측력을 낮추는 현상을 보였다. 반면, 랜덤 포레스트는 월별 데이터 보다 일별 데이터를 사용한 모형의 예측력이 더 높았다. 이는 학습량이 많을수록 높은 예측력을 보여주는 기계학습의 특징을 보여주었다. 그러나 기계학습 방법을 활용한 가격 예측에는 가격에 영향을 주는 설명변수를 찾고, 양질의 훈련 데이터 축적이 필요하다는 것을 알 수 있었다. 향후 연구에서는 다양한 설명변수와 기계학습 및 딥러닝 기법을 적용한다면 농축산물 가격 예측력을 높이는데 도움이 될 것으로 판단된다.

In the present work, we address the new route for the green synthesis of manganese dioxide (MnO2) by an innovative method named the solution plasma process (SPP). The reaction mechanism of both colloidal and nanostructured MnO2 was investigated. Firstly, colloidal MnO2 was synthesized by plasma discharging in KMnO4 aqueous solution without any additives such as reducing agents, acids, or base chemicals. As a function of the discharge time, the purple color solution of MnO4 - (oxidation state +7) was changed to the brown color of MnO2 (oxidation state +4) and then light yellow of Mn2+ (oxidation state +2). Based on the UV-vis analysis we found the optimal discharging time for the synthesis of stable colloidal MnO2 and also reaction mechanism was verified by optical emission spectroscopy (OES) analysis. Secondly, MnO2 nanoparticles were synthesized by SPP with a small amount of reducing sugar. The precipitation of brown color was observed after 8 min of plasma discharge and then completely separated into colorless solution and precipitation. It was confirmed layered type of nanoporous birnessite- MnO2 by X-ray powder diffraction (XRD), fourier-transform infrared spectroscopy (FT-IR), and electron microscopes. The most important merits of this approach are environmentally friendly process within a short time compared to the conventional method. Moreover, the morphology and the microstructure could be controllable by discharge conditions for the appropriate potential applications, such as secondary batteries, supercapacitors, adsorbents, and catalysts.

Food waste is a major sustainable development problem in the world, and the promotion of ugly food may help address this issue. According to cue utilization theory and the VAB model, the primary purpose of this research is to investigate the role of green packaging in ugly food with multiple internal and external cues. A conceptual model with eight hypotheses are proposed. Conclusion, contributions of study and research limitations are finally shown.

Previous research on green product innovation (GPI) has primarily focused on the performance of new product development, neglecting the critical, early fuzzy front-end (FFE) phase. Drawing upon the firm's resource-based view (RBV) and dynamic capabilities perspective, this study explores how co-production affects FFE outcomes (creative idea and product definition proficiency) of GPI and whether joint learning ambidexterity is a mediating mechanism in international buyer-supplier relationships. Additionally, we provide a contingency perspective by considering the moderating role of the innovation ecosystem on the relationship between co-production and joint learning ambidexterity. Finally, this study contributes to a theoretical understanding, analyzing co-production as a predictor, joint learning ambidexterity as a mediator, and innovation ecosystem as a moderator.

Food waste is a major sustainable development problem in the world, and the promotion of ugly food may help address this issue. According to cue utilization theory and the VAB model, the primary purpose of this research is to investigate the role of green packaging in ugly food with multiple internal and external cues. A conceptual model with eight hypotheses are proposed. Conclusion, contributions of study and research limitations are finally shown.

Environmental concern has escalated as the climate crisis is an increasingly prevalent issue for the global society. Further catalysed by the onset of the Covid-19 pandemic, consumer behaviours are shifting, materialising in greener purchasing behaviour and heightened expectations of environmental brand practices. This phenomenon is affecting consumer attitudes and behaviour towards fashion brands. As such, credible environmental marketing strategies are increasingly central to brand success, influencing brand credibility perception.

The purpose of this research is to examine the effectiveness of egoistic and altruistic claims in organic cotton apparel advertising. We examined how those claims can influence attitudes toward the product, attitudes toward the brand, and purchase intentions.

This abstract summarizes an early-stage research proposal examining the benefits of storytelling in marketing green brands. Many research studies have been published in the last decade observing the growth and popularity of sustainable products (e.g., Bhardwaj et al., 2020; de Souza Correa et al., 2022; Haider, Shannon, & Poschis, 2022; Lunde, 2018; Rajogopal, Mahajan, & Priya, 2021; Skackuskiene & Vilkaite-Vaitone, 2022; among many others). Only some of these products offered immediate economic benefits to consumers when introduced. Consumers were skeptical of the sustainability of the products (e.g., Matthes & Wonneberger, 2014), consumers felt the prices were higher than unsustainable products (e.g., Juan, Hsu, & Xie, 2017), and consumers felt that the company was greenwashing (e.g., Cho & Taylor, 2020). However, the story of these businesses imagining a green future was the main driving force in attracting and convincing consumers to switch regardless of the cost and risk involved in the decision (e.g., Moshood et al., 2022). Getting exposed to these exciting stories, consumers want to join and be part of them by purchasing green products. For example, when sustainable Toyota Prius and Tesla cars were first introduced, there were more economical and best-performing cars in the crowded US market (i.e., Toyota.com, 2023; Tesla.com, 2023). However, unlike conventional combustion engine cars, they had a story to tell. Then, and today, the companies sell the imaginary of a green and sustainable future for humankind. It is the same with the sustainable apparel brand, Patagonia, which has gained popularity throughout the years (Patagonia.com, 2023). Their products are expensive compared to their unsustainable competitors. However, consumers are willing to pay the price to be a part of the story that the brand narrates, promising a more sustainable future.

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.