Amid the expanding green consumer market, companies are increasingly emphasizing their
eco-friendly contributions in advertising. This study delves into the value delivery process …

Purpose Products that espouse environmental ethical principles have received increasing
attention in recent years. However, one key barrier against sustainable consumption is that …

Daily green products have gained growing awareness in recent years. Perceived values of
consumers are crucial for companies to promote the formation of holistic value of green …

Educators, marketers, and policymakers need to understand what factors influence the
consumers' purchase of green products to encourage green product buying. Thus, this study …

Although a positive relationship is expected between consumers' awareness of green
benefits in a green product and their purchase intention, several studies have demonstrated …

Traditionally, marketing of sustainable products addresses green buyers, thus missing out
on the mainstream consumers and volume necessary to cover the potentially higher cost of …

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 …

Environmental values are key factors influencing consumers' purchase intentions and
improving consumers' willingness to buy green products is crucial for the sustainable …

Existing studies show that moral identity promotes green consumption, but its influence
mechanism and boundary conditions remain unidentified. However, moral identity includes …