Consumer interest in environmental protection has grown in recent decades, alongside a
shift in companies' strategies to embrace a greener way of doing business. Green …

Purpose This study aims to offer the intellectual structure and dynamics of the sustainability
branding field, involving the identification of influential authors and journals, current and …

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

There are continued predictions that user engagement with pro-environmental campaigns
on social media could increase the likelihood of users engaging in more pro-environmental …

Green influencers are crucial in promoting sustainable lifestyles, but their impact may vary
depending on their audience. Their behavioral effect might be limited if they were mainly …

The study aims to examine the impact of socio demographic, marketing mix and
greenwashing variables on the green purchasing intention (GPI) of Generation Z (Gen Z) …

An online experiment was conducted to examine a past moral deed's influence on
consumers' response to guilt appeals in environmental advertising. The findings suggested …

Although prior research has highlighted the importance of social media in promotion and
communication, a comprehensive framework to clarify how to use social media as a value co …

Purpose Promoting sustainable behavior is an elusive task as it is not an innate and natural
response of individuals. While a conducive environment that promotes sustainability …

In view of increasing demand for environmental initiatives from consumers, corporations
have actively created green advertising to demonstrate their commitment to the environment …