Re-examining the New "Greeneration" behaviors: How Does the Sequential Mediation role of Green Word of Mouth and Green Trust affect Green Purchase Intention among Generation Z?

Objective: This study explores whether and how the Z generation's perspective toward greenwashing perceptions influences their green purchasing intentions through the underlying green trust and green word of mouth. Design/Methods/Approach: We used purposive sampling to enroll research respondents....

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Principais autores:	Rahmawati, Nur Hidayati, Wathanan Srinin, Ahmad Taufiqurijal
Format:	Artigo
Jezik:	Inglês
Izdano:	Universitas Airlangga 2024-12-01
Serija:	Jurnal Manajemen Teori dan Terapan
Teme:	greenwashing green word of mouth green trust green purchase intention
Online dostop:	https://e-journal.unair.ac.id/JMTT/article/view/64645
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