Year 2023 , Volume 12, Issue 4, Part 1 Year 2023 , Volume  12, Issue 4, Part 1
1Pricing the Green Path: Unveiling the role of Price Sensitivity as a Moderator in Environmental Attitude and Green Purchase Intentions
NEELAM AKBAR, GUL GHUTAI, MUHAMMAD TARIQ YOUSAFZAI and SHABBIR AHMAD
Pages: 1-11
Details (105)
A global epidemic has transformed the concept of indiscriminate consumerism into environmentally conscious consumption, with buyers reshaping their perceptual systems. Culturally accountable spending refers to how consumers feel, view, experience, and behave in ways that are environmentally conscious and acceptable to society. In light of the importance of environmentally friendly utilization, the primary goal of the current research is to investigate the relationship between environmental attitude (EA) and green purchasing intentions (GPI), with the function of price sensitivity (PS) as a moderator. Amos was used to examine the structural connection between EA and GPI using structural equation modeling (SEM). According to the results, consumer EA has a strong beneficial influence on GPI. Furthermore, PS modifies the association between EA and GPI. This study is an extension of the theory of planned behavior, which assists in understanding the perceptual processes in the human mind about the use of environmentally friendly items. Price sensitivity as a moderating factor showed consumers' intellectual responses to price disparities in ecologically friendly goods. first, it adds to the general literature on green marketing and corporate sustainability problems by improving academics' awareness of the distinctive significance of consumers' attitudes towards the environment and green purchasing intents. Second, this research looks at the effect of PS as a moderator of consumer EA and GPI. The policy consequence of this research is to increase policymakers' awareness of sustainable consumption so that they may design price mechanisms that are consistent with consumer’s sustainable attitudes.
Keywords: Environmental Attitudes, Price Sensitivity, Green Purchase Intentions.
2Quantitative Assessment of Supply Chain Management Practices and Their Impact on Firm Profitability
MUHSIN ALAM, ABDUL SHAKOOR, EMAN SALEM ALSANI, OMAR JAMEEL FALAH AL-REFAI and ATEEQ KHALID KHAN
Pages: 12-22
Details (129)
This research investigates the intricate relationship between supply chain management (SCM) practices and firm profitability, utilizing a diverse sample of 50 companies across various industries. Descriptive analysis reveals an average total asset value of $150 million and profit margins ranging from 5% to 15%, with an average of 10%. Bivariate correlations establish significant positive relationships between key SCM practices (Inventory Management, Supplier Relationship Management, Demand Forecasting, and Logistics and Distribution) and firm profitability. Multiple regression analysis further elucidates these associations, collectively explaining 65% of the variance in profitability. Each SCM practice demonstrates a positive impact, emphasizing their multifaceted contribution. These findings contribute to the literature on SCM and organizational performance, offering practical insights for enhancing supply chain processes and overall profitability. Acknowledging limitations, this study provides a robust foundation for future research in the dynamic field of supply chain management.
Keywords: Qualitative Analysis Firm Profitability, Supply Chain management Practices.
3Multi-Channel Marketing Strategies Influence on Prescribing Behavior of Health Care Professionals in Karachi
FAHAD AHMED and MUHAMMAD SAEED MUJAHID
Pages: 23-39
Details (169)
The study examines the influence of multi-channel marketing strategies on the prescription behavior of healthcare professionals in Karachi along with fear of Covid-19 as a moderating variable. The study followed a deductive research design and employed a convenient sampling technique to collect data. In total 307 respondents from the pharmaceutical industry along with doctors were approached through different online platforms to fill out the questionnaire. The Cronbach's alpha was calculated which was over 0.70 so the results were found to be within the range of good to exceptional reliability. Outer loadings reflect item reliability finalized with loadings between 0.70 & and 0.80. and AVE less than 0.50 which clearly describes the relationship between the latent variables and their measures. The SRMR in our study was 0.092, which is less than 0.10, demonstrating that our model works effectively. Findings confirmed our first hypothesis (H1), face-to-face interaction positively influences the prescribing behavior of health care professionals. The second hypothesis (H2) is virtual interaction positively influences the prescribing behavior of health care professionals. These findings confirmed the fourth hypothesis (H4) which is fear of COVID-19 influence on the virtual and prescribing behavior of healthcare professionals as fear of COVID-19 has no significant influence on the face-to-face and prescribing behavior of healthcare professionals. The finding can be of great help to the pharmaceutical sector in designing and improving their multichannel marketing strategies and creating a sustainable competitive advantage over others.
Keywords: Face to Face, Virtual Interactions, Pharmaceutical Marketing, Prescription Behavior, Marketing Strategies. Multi-Channel Marketing.
4The Impact of Value Co-creation of Intellectual Capital on Student Sustainability Competencies with Sustainability Oriented Curriculum as Moderator
HAFSAH SADIA and SHER AKBAR
Pages: 40-58
Details (98)
With the increased competition in higher education, the universities are looking for innovative ways to enhance the student sustainability competencies that could benefit the society. In this regard this research has proposed the value co-creation of intellectual capital for improving the student sustainability competencies. The independent variables of the study included human capital, structural capital and relational capital, and their individual impact was checked on the student sustainability competencies. The model also incorporated a moderator sustainability oriented curriculum, and its effect was checked on each relationship between each relationship. The research has validated the model through quantitative methodology. The students were the main respondent as it was intended to assess their competencies regarding the sustainability. A sample size of 384 students taken and a Five point Likert scale questionnaire was used to collect the data from the university students in Pakistan. For data analysis SEM-PLS was used. The empirical study validated the model and has also contributed to the literature and service dominant logic as the major theory for value co-creation in higher education sector. The study has also provided useful insights for the practitioners and future researchers. the practitioners can adapt the current learning activities for better sustainab9ity competencies. The study provides opportunity for future researchers to expand the findings from the service providers’ point of view i.e. the faculty and the university.
Keywords: Value Co-Creation, Intellectual Capital, Human Capital, Structural Capital, Relational Capital, Higher Education.
5Designing a Pattern for Allocation of Family Health Care Providers to Comprehensive Health Services Centers Based on WISN
FARZANEH DOOSTY and VAHID RASI
Pages: 59-77
Details (78)
Because a large share of the expenses of organizations is spent on human resources, and in Iran, the allocation of health care providers in the hygiene sector continues to be done in a traditional population-based method, the purpose of this study is to design a pattern of allocation of health care providers to comprehensive health services centers based on the actual workload. The study was conducted in five phases, including literature review, identification of the service delivery process, work, and time measurement, designing initial pattern, and validation of the final pattern. The findings from the literature review, holding focus group meetings, and interviewing health care professionals led to the identification of factors that, in addition to the workload, should be considered at the time of deciding on the allocation of staff. These factors were placed in the initial pattern of allocation of health care providers to comprehensive health centers, and after validation by the Delphi method, the final pattern was presented.
Keywords: Healthcare, Hygiene, Pattern, Staff, Workload.

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