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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| Autors principals: | , , , |
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| Format: | Artigo |
| Idioma: | Inglês |
| Publicat: |
Universitas Airlangga
2024-12-01
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| Col·lecció: | Jurnal Manajemen Teori dan Terapan |
| Matèries: | |
| Accés en línia: | https://e-journal.unair.ac.id/JMTT/article/view/64645 |
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