Materialistic lifestyle, along with the increase in the world’s population, is leading to unlimited hyper-consumption due to raising the global demand for services and goods. Marketing strategies can be acclimatized to offer more viably to the vital segment of buyers by engaging e-mavens, their antecedents of big five personality traits, frugality, and sustainable consumption behavior are needed to comprehend. The study assessed the novel endeavor to exhibit a potential relationship among the big five, e-mavenism, frugality, and sustainable consumption behavior in social networking sites. This body of knowledge adds to comprehend sustainable consumption behavior and fills many gaps by using data from a sample (n = 387) of social networking sites users from China. Causal modeling technique (SEM) is affianced to evaluate the study hypotheses. The data from an online survey disclose a positive association of agreeableness, conscientiousness, extraversion, neuroticism, and openness to experience with e-mavenism. The results affirm that e-mavenism is positively correlated with frugality. Moreover, frugality is vital in the growth of sustainable consumption behavior as well. Eventually, e-mavenism positively influences sustainable consumption behavior. These results enhance understanding of sustainable consumption behavior and provide an opportunity that marketing managers may apply these constructs into their strategies to achieve competitive advantage.

Message framing plays an important role in advertising strategies and has been studied from various perspectives in different behavioral researches. In this study Event Rated Potentials technique helped to examine the neural mechanism of message framing effect on self-conscious emotions of pride and guilt regarding consumer purchase intention in the context of green marketing. Behavioral results showed that participants ranked higher on positive framing compared to negative framing. ERP results declared that N1 component was elicited by positive framed message with emotion of pride and guilt, reflecting use of attentional resources to acquire potential benefits at first stage of processing emotional information. At the second stage P2 was higher for negative framing containing pride and guilt slogan, showing more attention towards processing emotional information about potential loss. At the third stage LPP component portray that both positive and negative framing is supported by guilt emotion when processing emotional information in decision making. Our results delivered strong evidence that how purchase intention can be mediated by message framing under the pride and guilt emotions in the context of green marketing.

Background Message framing plays an important role in advertising strategies and has been studied from various perspectives in different behavioral studies. New method This study employs the event-related potential technique to examine attentional and emotional brain processing as influenced by message framing in the context of green marketing. Results The behavioral results demonstrated that purchase preference was higher under positive framing compared to negative and neutral framing. As per the event-related potential results, negative framing elicited a larger P1 component, which reveals that in the first stage of processing information, threatening information attracted more attention. In the second and third stage, N170 and P3, respectively, were higher for positive framing, demonstrating that there was more attention toward the processing of non-threatening emotional information. Comparison with existing method: Message Framing has been previously examined with behavioral methods. We for the first time examined it with a neuroscientific method like Event Related Brain Potential technique in a green marketing context. Conclusion Our results compared to behavioral studies provide stronger evidence from underlying neural perspective for how message framing can be affected by attentional and emotional brain responses in the context of green marketing.

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The study assessed the utilization, marketing and transportation of Non WoodForest Products (NWFPs) in Azad Jammu & Kashmir (AJK)with the view to improving ivelihoods of local inhabitants. Data collection were made in AJK districts of Neelam and Bagh. The respondents that were sampled for the study comprise of local ihabitants involved in collection of NWFPs. A total of 200 respondents were interviwed using simple random sampling technique. The results revelaed most of the farmers were literate having very small land holdings with farming as their prime profession. The main reason for NWFPs collection and selling is to buy food and cater for health needs of the family. Most of the NWFPs are sold directly to local traders at spot and fellow collector/trader remained most worthy source of information in NWFP collection and selling. Regarding mode of transportation manual transportation (on foot) is being used due to low quantityof NWFP collection at most of the times. There is now the need of time that the people of this area involved with NTFPs should be trained. Trainings on collection, processing and packaging of NTFPs must be carried out. Therefore the local communities would be able to add value to their products and are able to fetch high premiums to support their livelihoods.