Optimizing sales mode selection and marketing effort for a B2C marketplace under green product investment uncertainty

Purpose – This study investigates the circumstances under which a business to customer (B2C) marketplace chooses to implement green marketing to promote green product investment (GPI). It further identifies the optimal sales model approach for implementing green marketing under uncertainty about the...

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Autors principals:	Dinh Anh Phan, Thi Le Hoa Vo
Format:	Artigo
Idioma:	Inglês
Publicat:	Emerald Publishing 2025-03-01
Col·lecció:	Journal of Trade Science
Matèries:	Green product investment Green marketing B2C marketplace e-commerce supply chain Agency mode Reselling mode
Accés en línia:	https://www.emerald.com/insight/content/doi/10.1108/JTS-07-2024-0041/full/pdf
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