This study examines the reasons why Generation Z chooses to engage in green travel
behavior (GTB). It investigates the role of environmental consciousness, environmental …

Gen Z consumers are the most lucrative segment concerning fashion products, including
apparel and have showcased a willingness to shift towards more sustainable processes …

Purpose The purpose of this study is to ascertain the effects of environmental knowledge
and green consumption as mediators on the relationship between green marketing and …

Purpose This study aims to examine the impact of five consumption values (ie ecological,
functional, symbolic, experiential and epistemic) on consumers' intentions to adopt green …

Prosocial consumer behaviours, or actions taken by consumers intended to benefit others,
are essential for society's stability. Thus, marketers need to systematically develop strategies …

With the burgeoning of consumer culture and materialism on a global scale, a counter‐
culture movement, namely, voluntary simplicity, is slowly gaining currency. Extant research …

Consumer minimalism has been gaining popularity globally over the past few years.
Drawing from social comparison theory, the current research investigates how social …

Materialism is becoming a global phenomenon and is increasing exponentially. Lithuania,
which has survived a long period of occupation, experienced privatization and goods' …

This study uses innovation resistance theory (IRT) to investigate why consumers are hesitant
to purchase zero-waste products. Most of the existing IRT application studies have been …

In societies where considerable sectors of the population are materialistic consumers, there
is a noticeable phenomenon of the conflict between the consumers' materialistic and green …