Building on the literature on green consumption, this study investigates consumers'
perceptions of a brand's green benefits (utilitarian environmental and warm glow) and green …

Building on arguments relating to the differences between innovation and innovativeness
and their influences on brand loyalty, this study investigates how green brand …

Purpose This study aims to empirically investigate how green transparency and green
competence enhancement can promote consumer behavioral outcomes (ie green brand …

A compelling question that constantly arises in our society today is “How do we build a
healthy brand that is closely associated with environmental activities?” Enhancing green …

Purpose The purpose of this study is to investigate how green brand positioning facilitated
by utilitarian environmental benefits and nature connectedness may influence green brand …

Consumers are becoming increasingly aware of the environmental and social
consequences of their purchases. Research on the green promotion mix, green brand …

This paper discusses the influence of firms' greenwash on their consumers' green purchase
behaviour and explores the mediation roles of their green brand image and their consumers' …

Building on a novel perspective of expected eudaimonic well‐being, this study investigates
how green brand knowledge affects green brand purchase intention. In addition, the …

This study examines the effect of green practices on green brand equity, and it looks at the
impact of green brand attachment and green skepticism as mediating variables on these …

This study investigates the impact of green brand affect on green purchase intentions and
explores the mediation effects of green brand attitude and green brand associations by …