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

As the issue of environmental concern and sustainability is becoming crucial for
organizations, it is becoming essential to understand the consumers green marketing …

This paper investigates female shoppers' attitude and purchase intention toward green
cosmetics. Underpinned with an extended theory of planned behavior model, the research …

Consumers not only buy green products to fulfil their environmental values but also seek
product specific benefits from their green purchase. However, research predicting green …

Natural personal care products are gaining popularity due to their benefits in terms of health
and well-being. However, consumers are wary of these products and are guided by the fake …

This study examines the intertwined relationships among green hotel customers' perceived
green psychological benefits (PGPBs), green perceived value (GPV), self-efficacy belief …

As firms seek to compete in an ever-changing environmental landscape, they are
increasingly focusing their efforts on corporate social responsibility, in particular sustainable …

Purpose The current paper aims to explore how brand coolness can mediate the
relationship between tactical green marketing orientation (GMO) and willingness to pay …

This study is one of the few studies that aimed to examine, first, the effect of social media
usage for news consumption on users' cognitive notions in terms of focal and affiliate social …

Purpose The unethical use of natural resources is contributing to the increasing
environmental degradation. The depleting environment poses a threat to the sustainability of …