HIGHLIGHTS
- who: Lei Chen and collaborators from the School of Accountancy, Wuhan Textile University, Wuhan, China have published the research: A Moderated-Mediated Model for Eco-Conscious Consumer Behavior, in the Journal: Sustainability 2023, 15, 897. of /2023/
- what: Using the Attitude-Behavior-Context theory this research aims to investigate the impact of green marketing (GM) and green customer value (GCV) on eco-conscious (ECB) toward the consumption of green products. The authors focus on the consumers as they are considered powerful drivers in enabling green practices in business by demanding green products that can normalize . . .
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