The relationships between the multidimensional planned behavior model, green brand awareness, green marketing activities, and purchase intention

Abstract Introduction This study investigates the determinants impacting consumer purchasing behavior. Methods Utilizing multidimensional planned behavior theory alongside measures of brand awareness and green brand awareness, this study examines the mediating role of multidimensional planned behavi...

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Autors principals:	Duygu Çinar Baltaci, Yakup Durmaz, Furkan Baltaci
Format:	Artigo
Idioma:	Inglês
Publicat:	Wiley 2024-06-01
Col·lecció:	Brain and Behavior
Matèries:	Generation Z green awareness green brand green marketing planned behavior purchase intention
Accés en línia:	https://doi.org/10.1002/brb3.3584
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