No abstract

Pakistan has been blessed with rich tourism potential because of its rich history, culture, biological and geographical diversity. Travelers have for quite some time been attracted to Pakistan to encounter a nation that flaunts rugged natural beauty, cultural richness, and unparalleled hospitality. Pakistan has various tourist destinations in the northern areas of Pakistan. Kumrat Valley has become a tourist hotspot in recent times after the prime minister of Pakistan, Mr. Imran Khan, visited the valley. To reduce the negative effects on these tourist destinations due to the accelerating increase in tourists, the present study used a quantitative approach to uncover whether there is an environmental awareness–behavior gap among the tourists, with their level of environmental awareness outweighing pro-environmental behavior. Using a sample of 426 tourists who have visited the valley, the analysis of the results indicates that the pro-environmental behavior is positively and significantly affected by the components, environmental awareness, environmental concern, and environmental attachment. Environmental attachment is added as a moderator between environmental awareness and pro-environmental behavior. This study suggests that environmental awareness must be promoted among tourists to ensure that they exhibit pro-environmental behavior.

E-commerce and social media integration are becoming increasingly popular throughout the world, particularly with the emergence of Web 2.0 technology. In a social commerce (SC) environment, trust also plays a vital role in consumers’ purchase intentions. This research aims to achieve consistent findings regarding the concise effect of trust on consumers’ purchase intention and the moderating effect of SC constructs in social commerce platforms. A meta-analysis, including 20 effect sizes from 19 studies, investigated the association between trust and consumers’ purchase intention. The outcomes demonstrate that trust positively influences consumers’ purchase intentions. Meanwhile, moderation analysis points out that trust in sellers has a larger significant effect than other trust objects. Meanwhile, consumers in forums and communities can gain more trust, affecting their purchase intentions. In terms of website types, trust has a similar influence on purchase intention.

This paper aims to investigate the impact of sustainable practices especially sustainable production and sustainable supplier management on supply chain performance. This empirical study demonstrate the contextual examination of sustainable practices especially with reference to an emerging economy like Pakistan. Survey was employed to collect data from 100 Food Manufacturing Firms. Exploratory Factor Analysis and Structure Equation Modeling was used through AMOS to test hypothesis. The results reveal that sustainable production and sustainable supplier management both significantly impact triple bottom line. However, sustainable production generate stronger impact on social performance, while, sustainable supplier management significantly effects environmental performance. Additionally, the findings provide valuable insights regarding the use of sustainable production and sustainable supplier management and their impact on supply chain performance. Finally, it propagates utility of ecological value chain management mentioning the impact of couple of sustainable practices on tipple bottom line.

This research intends to investigate the impact of self-influencer (actual-self and ideal-self) congruence on the purchase intention of customers through the mediation of para-social interaction and perceived altruistic motive. It demonstrates the contextual examination of self-influencer congruence with reference to the Apparel Industry of Pakistan. An online questionnaire was developed to collect data from 270 respondents who were members of fashion related forums. The study hypotheses were tested using structural equation modelling through SmartPLS. The findings revealed that self-influencer congruence has a significant indirect relationship with purchase intention through the mediating effects of para-social interaction and perceived altruistic motive. Additionally, the findings provide valuable insights regarding the use of social media influencer marketing and contribute to the scarce body of knowledge concerning self-influencer congruence especially in the context of the emerging IT-based economy of Pakistan. This is among the initial studies to examine the effect of self-influencer congruence on perceived altruistic motive in the Apparel Industry of Pakistan. Lastly, it addresses the study's limitations and provides recommendations for future researchers along with implications for practitioners.