Environmental commentators have speculated, but not empirically validated, that
consumers' positive (negative) evaluation of the economy will lead to more (less) green …

Several models have previously been proposed, suggesting factors influencing customers'
citizenship behaviours against the background of the need to care for the environment. The …

This study investigates consumer purchase intention of green cosmetics and personal care
products in Thailand by extending the Perceived Value Theory with ethical concern as a …

To understand how consumers perceive greenwashing, this study examines the impact of
green advertising receptivity (GAR), non‐deception (ND), green brand image (GBI) and …

The paper examines the sustainable consumption behavior of two emerging countries,
China and India. The conceptual framework incorporates egoistic value, social consumption …

China is currently the world's largest new energy vehicle consumer market, and millennials
are the largest consumer group in China. To better promote environmental protection, this …

Consumers' health and environmental concerns drive demands for organic green goods.
This perspective compels businesses to create organic green goods using sustainable …

Consumers not only buy green products to fulfil their environmental values but also seek
product specific benefits from their green purchase. However, research predicting green …

In recent years, influencer marketing has gained significant prominence within the digital
marketing landscape, particularly on platforms such as TikTok. This study seeks to …

Green consumption is evolving and has received much attention from retailers and
academic. Previous studies reveal a gap among green purchase intention and green …