Abstract “Green” antecedents and consequences have been widely explored recently.
Despite the prominence of antecedents of green behavior, literature provides little attention …

Purpose This research aims to conduct a comprehensive conceptual model and empirical
validation of the integration of negative (ego-centric) and positive (altruistic and ego-centric) …

This study systematically analyzes the factors that affect consumers' green purchase
intention. Through a comprehensive literature review, the influencing factors of consumers' …

Why do green consumers' purchase intentions often not convert into actual green buying
actions? Within green attitude-intention-behavior research, the intention-behavior discord …

The worldwide increased consumption of goods and services squeezes natural resources,
thus causing severe damage to the environment. In the backdrop of the growing affirmative …

Many consumers are concerned about environmental issues and have expressed interest in
purchasing green products. However, actual sales of green products are still not as high as …

In order to achieve sustainable development to protect the environment and society, an
increasing number of scholars have conducted in-depth research on green marketing and …

Green consumption involves comprehensive concerns that address the broad scope of
sustainability, ecosystem balance, profit‐generation and people. Identifying the factors that …

Concern for the environment is widespread and consumers generally hold favorable values
toward green consumption; however, they often struggle to translate these values into actual …

Given the increasingly strained relationship between humans and the environment, green
marketing has become a necessity for the sustainable development of society. In this …