Green Advertising and Green Product Innovation Driving Green Purchase Behavior: The Mediating Role of Green Brand Awareness Among Generation Z in Indonesia
Environmental sustainability has become a central concern in contemporary consumer behavior research, particularly among younger generations who demonstrate higher environmental awareness. Despite the growing interest in green consumption, the determinants of green purchase behavior remain ins...
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| Autori principali: | , |
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| Natura: | Artigo |
| Lingua: | Inglês |
| Pubblicazione: |
Universitas KH Abdul Chalim, Prodi Ekonomi Syariah
2026-07-01
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| Serie: | Indonesian Interdisciplinary Journal of Sharia Economics |
| Soggetti: | |
| Accesso online: | https://e-journal.uac.ac.id/index.php/iijse/article/view/10029 |
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