The study presents an overview of green marketing and the gap between attitude and actual
purchase behaviour of consumers towards green products. A total of 232 studies have been …

Environmental deterioration brought about by consumers' non-feasible utilization pattern is
putting a pressure on the environment and is obstructing sustainable development. To …

Digital natives, with a sense of equality, social justice and environmental awareness, young
people from Generation Z value money more than previous generations and, as such, are …

The heavy environmental effect of the fashion industry, along with the growing interest of
consumers in sustainability issues, is driving this industry towards greater ecological …

This research examines the impact of green marketing and its factors on purchase intention
through green brand trust and image. It examines the correlation between six concepts …

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

Many companies have developed a green marketing strategy, aimed at promoting and
selling green environmental products. While the majority of articles on this topic report on …

Purpose The paper examines the role of green knowledge and green attitude in purchasing
behavior of the youth in Ghana. This study focuses on investigating how green value and …

The undertaken research examines the impact of green attitude, green customer value (eg,
environmental image and perceived value), and green marketing mix (eg, product …

The current study focuses on understanding the factors (subjective norms (SNs), personal
attitude, and perceived behaviour control (PBC)) that influence consumer purchase intention …