Consumers around the globe are concerned about the environment and want to purchase from businesses that are more concerned about society and the environment. Therefore, businesses need to develop their image as socially responsible entities and build their green image through green marketing tactics to enhance the green purchase intentions of their consumers. The study is quantitative, and a convenience sampling technique is used to collect primary data through a self‐administered questionnaire comprised of the demographic profile of the respondents and adopted scales of all the constructs of the study. The population of the study is students of different universities in the Punjab province of Pakistan. Statistical tests are performed with the help of SPSS_v.20 and PLS_v.4 (variance based) on 782 useable responses. Green marketing (GM) and corporate social responsibility (CSR) are the independent variables, while green brand image (GBI) is mediating, and green purchase intention (GPI) is the dependent variable of the study. The results indicate that GM and CSR improved the GBI and built GPI. This study contributes to the social and environmental literature. It may help managers to formulate strategies to enhance the Green Purchase Intentions of customers by building a Green Brand Image.

There are numerous approaches to sustainability; one of them is the notion of green economy. Society is more aware of business operations' environmental impact since industrial operations contribute to environmental imbalance. Small and medium enterprises (SMEs) act as a catalyst for the development of economy. The current study examines impact of green transformational leadership (GTL), green innovation (GI), and corporate social responsibility (CSR) on sustainable business performance (SBP). Sample size of this study was 500, selected with help of the purposive sampling technique, and 319 responses were saved & used for analysis. Managers of diverse departments were respondents who were linked with small & medium enterprises (SMEs) operating in Punjab, Pakistan. Statistical tools (SPSS-20 & AMOS-21) were utilized for reliability, validity, and hypotheses testing. In light of findings, the study recommends focusing on GTL, GI, and CSR to enhance sustainable business performance & remain competitive in market. Results offer to SMEs managers & policymakers to manage green aspects and CSR practices. It can help managers of SMEs strengthen internal resources to enhance sustainable business performance.

This study aims to examine the effect of Customer Experience dimensions (Environment, Moments of Truth, Frontline Personnel, and Product Offerings) on Corporate Reputation and Word of Mouth with the mediating role of Customer Engagement. The quantitative research used convenience sampling to collect primary data. An online questionnaire is developed, and data is collected from people with bank accounts in Punjab, Pakistan. Four hundred (400) complete filled responses were gathered and analyzed with SPSS and SEM-PLS. All measurement scales are taken from previous research. The findings revealed the direct and positive impact of Customer Experience on Customer Engagement, Corporate Reputation, and Word of Mouth. The study's outcome also showed that Customer Engagement positively and significantly impacts Corporate Reputation and Word of Mouth. The study revealed a complementary partial mediation of Customer Engagement between the relationship of Customer Experience and Corporate Reputation, Customer Experience, and Word of Mouth. Managers can use these outcomes for the development of new concepts as well as tactics based on leadership.