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THE IMPACT OF GREEN BRANDING ON PURCHASE INTENTIONS AND FINANCIAL PERFORMANCE: EVIDENCE FROM KOSOVO

This study examines the influence of green branding and green brand image on consumer purchase intentions in Kosovo. As environmental awareness grows, local consumers are increasingly considering the ecological impact of their choices, prompting companies to integrate sustainable practices into the...

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Principais autores: Saranda Kajtazi, Arbana Sahiti Ramushi
Format: Artigo
Sprog:Inglês
Udgivet: Izdevnieciba “Baltija Publishing” 2026-07-01
Serier:Baltic Journal of Economic Studies
Fag:
green consumption
green brand image
purchase intentions
consumer behaviour
Kosovo
Online adgang:http://baltijapublishing.lv/index.php/issue/article/view/4061
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