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Open Access Publications from the University of California

Electronic Green Journal

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Customer’s attitude and purchasing behaviour of green food: The moderating role of environmental concerns and trust

The study aims to explore the intricate connections between motivations, attitudes, and purchasing behavior concerning green food. To achieve this, the Self-determination Theory (SDT) is employed as the theoretical framework. A sample of 778 green food customers is evaluated using Structural Equation Modeling (SEM), and the data analysis incorporates environmental views and conviction as moderating variables. The results of the study reveal a noteworthy relationship between integrated external regulation and intrinsic motivation in shaping attitudes and purchasing behavior. Interestingly, the study finds that attitude does not significantly impact purchase behavior. The key takeaway from the findings is that ethical considerations related to health and social values strongly motivate customers to opt for green food. Practical implications suggest that marketing practitioners should tailor advertising messages to highlight the health and well-being benefits associated with green food. By emphasizing these aspects, marketers can stimulate customer interest and encourage the purchase of green products. The study sheds light on the importance of aligning marketing strategies with ethical values and health concerns on the target audience in the context of green food consumption.


Designing a Green Library in Alignment with the UN's Sustainable Development Goal: a Case Study of Rajagiri Business School Library, Kerala, India

Libraries play an essential role in fostering sustainable development by providing equal access to information. Since the beginning of the 1990s, libraries have engaged in various activities designed to reduce their environmental impact; these libraries are referred to as "green libraries. During the Covid Pandemic, authors are discussing establishing a green library in the Rajagiri Business School (RBS). This is a novel concept in a business school setting, because not much has been published in this area yet and will contribute to our commitment to achieving the United Nations Sustainable Development Goal initiative. In this paper, an attempt has been made to discuss the proposal and model for designing a green library with respect to the UN’s Sustainable Development Goal. RBS should pioneer in implementing green initiatives in business school libraries and serve as a model for other libraries in India and abroad. Researchers believe that this model will be an insightful document for decision-makers in setting a greener and more aesthetic library for the academic community.

Challenges and Hurdles in Establishing a Green Library: Strategies for Overcoming Them

A green library, or a sustainable library, enables us to collaborate with nature to fulfill some of our fundamental needs. This concept fosters a harmonious relationship between our community and the environment; green libraries, in essence, serve as examples for reconnecting with the beauty of the natural world. The purpose of this article is to delve into the practical challenges associated with transitioning a conventional library into a green one, as well as strategies for improvements. It explores topics such as the green library's historical background, its significance in environmental conservation, the librarian's role within it, ongoing green library projects, and initiatives promoting eco-friendly libraries, particularly focusing on India's efforts in this regard. Managing a green library poses several challenges. Firstly, the transformation process involves architectural redesign, incurring construction costs if an existing library is to be converted. Establishing a green library from scratch entails substantial initial expenses. Moreover, daily maintenance is crucial, necessitating proper employee training and ongoing efforts. Maintenance costs and the allocation of manpower are also essential considerations. Furthermore, this article examines the roles of key initiatives such as the United Nations Development Program (UNDP), Sustainable Development Goals (UNESCO), the IFLA Green Library Award, the Green Building Council of India, and LEED (Leadership in Energy and Environmental Design) in advancing sustainable practices within library settings.