A growing number of consumers want companies to act sustainably. Companies have
responded by advertising their sustainability initiatives, practices, and products. This paper …

Measuring and understanding brand image is crucial for both branding research and
practice. Empirical studies focusing on brand image reveal a large number of techniques for …

Orienting consumers toward organic eco-friendly beauty products is a societal challenge
that resonates with growing environmental concerns following COP 21, when entrepreneurs …

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

Purpose A circular economy is a popular approach considered by many firms to address
sustainable development goals strategically. Literature indicates that collaborative …

How does greenwashing affect green branding equity and purchase intention? An empirical
research | Emerald Insight Books and journals Case studies Expert Briefings Open Access …

Due to eco-sustainable marketing practices, customer consciousness has increased the use
of eco-sustainable goods in India. This provides new opportunities for businesses and …

The study aimed to explore the role of creativity and proactive personality on management
student's entrepreneurial intention. The study also proposed entrepreneurial self-efficacy to …

Based on the Theory of Planned Behavior model, this exploratory study aims to examine
factors fostering millennials' purchasing intentions toward eco-sustainable products in …

Recognizing the growth of Facebook and advertising on this platform in an emerging market,
we conducted a study on the impact of Facebook advertising characteristics on the market's …