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 …

The contemporary business landscape is witnessing an ever‐increasing concern for
environmental sustainability, which has also surfaced in the apparel industry through the …

Rapidly increasing demand for eco-friendly products is an example of responsible
purchasing intention of customers. That responsible behaviour forces businesses not only to …

The current study aims to examine the impact of receptivity to green communication, altruism
and openness to change on young consumers' purchase intention towards green apparel in …

Abstract Using Norm Activation Theory (NAT) and Social Norm Theory (SNT), this study
evaluates the internal (awareness of consequences, ascription of responsibility and …

The research intended to study the consumer's buying behaviour of Ayurveda products by
examining factors that influence consumer's buying decision. Stimuli-Organism-Behaviour …

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 …

Purpose The aim of the article is to analyze the effect of cause-related marketing on the
attitude–behaviour gap of green consumption in the cosmetics industry. Specifically, the …

With the rising challenges related to social, economic, and climatic factors, the focus toward
adoption of sustainable products is rising. Increasing focus on sustainable products, has …

Purpose The study examined the role of collective self-esteem (CSE), online communities,
green attitudes and the influence of celebrities on green clothing involvement and …