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The purpose of this study is to add a reliable factor that can contribute theoretically and methodologically to explain prosocial and proself behaviors. The study also signifies that green advertising approaches enable the consumer to develop an intention for green purchases. The basic idea is to investigate consumer social orientations and align them with green advertising initiatives to elicit the desired response as green purchase to manifest environmentally conscious behavior.

The empirical analysis is based on data collection through questionnaires. Data is analyzed through structural equation modeling to assess the relationship of constructs.

The results of the study are empirically drawn through the measurement of relationships among consumer skepticism and the effectiveness of green advertising initiatives. Mediation of proself and prosocial orientation exists for public self-awareness but does not exist for benefit distance. Consumer skepticism moderates the relationship between prosocial orientation and green advertising effectiveness (GAE) but has no moderation between proself orientation and GAE.

The limitation of conventional prosocial theory does not explain the environmental behaviors driven by proself orientations. Hence, the addition of factors such as public awareness and social benefit distance coupled with signaling theory with foundations on theory of planned behavior and norm activation model to explain environmental conservation add an element of originality to the existing literature.

The contribution of this study is the incorporation of social orientations as the antecedent for consumer behavior in an environmental context particularly as a response to green advertising initiatives to purchase green products. The use of theory of planned behavior in conjunction with the norm activation model and signaling theory adds to the literary bank.

The emergence of social entrepreneurship, since its nascent stage, brought to light the imminent need to make the social value creating models workable by measuring the value created by them. This study reviews the existing literature from the past two decades to establish the role of accounting techniques in the measurement of social value. Nine databases were searched with the word combination “SROI” and “social enterprise” to determine the number of publications related to the field and the trend in its publishing. A classification of themes from selected studies was conducted to establish the direction of research in this context. Social return on investment (SROI) has been tested as a compatible measure and its implementation in various scenarios produced results; however, the inadequacy of its outcomes gives rise to the question whether any measurement tool can be appropriate for social value measurement because there is a need to justify the measurement of social value. The current trends call for further research in the field of customized measurement tools for the measurement of social value.

This book provides an opportunity to explore the societal effects of entrepreneurship and its result on competitiveness. Over the last decade society has changed as the consequence of demographic shifts and increased usage of information communications technology. This has influenced the type of entrepreneurship individuals and firms to engage in and the focus of their businesses. Despite the importance of society to the speed and rate of entrepreneurship, little research exists that specifically examines societal entrepreneurship and competitiveness. This book aims at narrowing this research gap by discussing the interface between society and entrepreneurship. The core theme emerging from the chapters in this book is that the context of entrepreneurship is dependent on societal perceptions.

The purpose of this study is to ascertain the effects of environmental knowledge and green consumption as mediators on the relationship between green marketing and green buying behavior. This study utilized the definition that needs to customers that are based on environmental concerns and influence the buying behavior for green products. This not only focuses on the ecological concern in organizational operations but also focuses on the customers' knowledge about the environment and how it influences their decisions. Three dimensions have been identified in this research to describe green marketing. These are ecolabeling, green branding and green advertising.

A survey research method has been utilized to collect data on a questionnaire adapted from previous research. The data collected have been analyzed with SmartPLS to assess the measurement model for reliability and validity and structural model for hypothesis testing and confirmation.

Focusing on the level of environmental knowledge of customers, it comes to surface that customers in developing countries have lesser knowledge in comparison to the customers in developed countries. This causes concern for the marketing departments in organizations since different customer niches demand different marketing solutions to influence their buying decision. Environmental knowledge does not mediate the relationship between green marketing and green buying behavior whereas green consumption mediates the relationship between green marketing and green buying behavior.

This study incorporates the social practice theory in green marketing research on the organizational level. This study brings together marketing practices under the influence of environmental knowledge for buying behavior formation in a novel manner. The influencing of customer decisions through green marketing strategies determines the success of the marketing initiative. Also, the theoretical foundations on social practice theory and the empirical design of the study to observe the relationships with the survey are new steps.

The purpose of this study is to bring to light the downside of the positive effects of corporate social responsibility (CSR) concerning employee work practices. The focus is on the aspects of excess work ethic (EWE) that are hypothesized as the result of increased organizational identification (OI) due to CSR engagement. This excessive involvement by employees in their work results in neglect of their personal lives.

The sample has been taken from employees of various organizational sectors in Pakistan. Structural equation modeling is used to analyze the hypothesized relationships among the variables in the conceptual framework.

The findings of the study reveal that CSR perception of employees negates the excessive work ethic but the introduction of a higher level of OI due to work meaningfulness indirectly positively affects EWE with pro-environmental orientation (PEO) as a moderator.

The relationship between CSR and variables such as work engagement has been explored in the recent literature but the heightened level of OI indulging the employees into overwork is rarely been explored. Also, the use of PEO as a mediator adds to the knowledge on the subject.