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This research examines the impact of green marketing and its factors on purchase intention through green brand trust and image. It examines the correlation between six concepts: green knowledge, environmental attitude and knowledge, green image, green trust, and purchase intention. An empirical survey was used to test the hypotheses. Data were collected from a total of 300 respondents from Pakistan, and structural equation modeling (SPSS-AMOS) is proposed to assess the relationships of the research model. The findings show a significant positive association between practical green marketing approaches (green knowledge, attitude, environmental knowledge, and purchase intention for green products); additionally, green products with high ecological qualities create a positive intention towards consumer choice. Furthermore, green marketing approaches (green knowledge, attitude, and environmental knowledge) directly and significantly influence green image and trust. This study suggests that green approaches can be used as a brand marketing strategy to enhance customer purchase intention. The study also found that green marketing can help brands achieve and maintain brand equity. This research explores the relationship between the multidimensional green marketing approaches (green knowledge, attitude, and environmental knowledge) to enhance the purchase intention of green products; the creation of an overpowering market brand was one of its primary objectives. This study offers managerial implications for the development of green firms.

Purpose Drawing on the entrepreneurial event model (EEM), entrepreneurship education programs (EEPs) and perceived contextual support (adapted from social cognitive career theory) and perceived contextual barriers, this study aims to unravel the differences in entrepreneurial activity among university students in higher education institutes in two diverse Asian countries. Design/methodology/approach This study uses a cross-sectional survey-based data collection technique using paper and electronic methods. The study analyzes data using descriptive statistics, principal component analysis, reliability analysis and logistic regression analysis via SPSS version 25. Findings The findings show the positive influence of perceived desirability and feasibility on entrepreneurial intentions; however, the stronger desirability was found among university students in China and stronger feasibility toward entrepreneurial intentions among Pakistani students. The study reveals the negative significant influence of EEPs on entrepreneurial intentions, and this finding is consistent across both samples. Furthermore, the findings show that university students in both countries show insignificant impact of perceived contextual support in predicting entrepreneurial intentions. Finally, the study confirms the negative influence of perceived barriers on entrepreneurial intentions in both contexts. Originality/value This study provides differences in entrepreneurial activity by combing EEM, EEPs, perceived contextual support and barriers in two diverse Asian countries, and to the best of author’s knowledge, no previous study considered these factors in a single framework. Furthermore, the findings of the study enrich existing literature and also provide policy recommendations for practitioners.