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 …

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

Purpose The purpose of this paper is to perform a psychometric evaluation of the internal
green marketing (IGM) scale in the context of consumer, industrial and service industry from …

Drawing on value‐belief‐norm theory and the theory of planned behavior, this study
examines the gap between the application of green marketing strategies and their …

This exploratory study examines the factors that promote green purchasing intentions and
understand the differences between the two generations, such as millennial and …

Purpose Organic food consumption has received great attention due to the increase in
consumer environmental and health concerns. This study intends to analyse how customers' …

Drawing on the resource-based theory of the firm, contingency theory, and consumer
behavioral theories, we investigate the extent to which green marketing—green products …

On the basis of the theory of planned behavior (TPB) approach, this exploratory study aims
to examine factors exploring the green purchasing behavior of south Indian shoppers. The …

BACKGROUND AND OBJECTIVES: Manager involvement is very important in
environmental protection. Since then, many managers have integrated environmental …

Purpose This paper aims to investigate the perceptions of young entrepreneurial aspirants
towards sustainable entrepreneurship in Pakistan. Design/methodology/approach The study …