Building Green Trust and Green Awareness: How Green Viral Communication and Green Advertising Affect Generation Z's Green Purchase Intention
This study seeks to investigate the effects of Green Viral Communication (GVC) and Green Advertising (GAT) on Green Purchase Intention (GPI) among Generation Z, with Green Awareness (GA) and Green Trust (GT) serving as mediating variables. Data were collected from 185 Generation Z respondents withi...
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| Principais autores: | , , |
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| Format: | Artigo |
| Jezik: | Árabe |
| Izdano: |
University of Oran 2 Mohamed Ben Ahmed
2025-12-01
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| Serija: | Advanced Research in Economics and Business Strategy Journal |
| Teme: | |
| Online dostop: | https://revue.univ-oran2.dz/Revue/AREBUS/index.php/AREBUS/article/view/89 |
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