Building on goal-directed behavior premises, this article sets out to develop a framework for
explaining why consumers desire green products. Informed by a qualitative study exploring …

Purpose The purpose of this paper is to compare the effectiveness of the cognitive-affect
behavior (CAB) model and the theory of reasoned action (TRA) model as well as their …

The gap between concern for the environmental degradation and green purchase intention
has been pointed previously in the literature. This gap is concerning and must be addressed …

Attitude-Behavior gap in green consumption has been well documented in the marketing
literature. Some research has been done to investigate why consumers often fail to engage …

This study examines the applicability of the Theory of Planned Behavior to green purchasing
behavior in the Chinese and American cultural settings. To this end, consumers in Shanghai …

Sustainable consumption is on the rise, however scarce literature exists to explain the
consumers' perceived green value of green home apparel in the Chinese context. This study …

Recent advancements in research on green marketing indicate that green marketing
strategies have a notable impact on consumers' attitudes, intentions, and behavior …

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 …

While green consumerism is considered as a solution to ecological problems, it is also seen
as a good source of income and competitive advantage for commercial enterprises. It is …