The relationships between the multidimensional planned behavior model, green brand awareness, green marketing activities, and purchase intention

Abstract Introduction This study investigates the determinants impacting consumer purchasing behavior. Methods Utilizing multidimensional planned behavior theory alongside measures of brand awareness and green brand awareness, this study examines the mediating role of multidimensional planned behavi...

Full description

Bibliographic Details
Published in:Brain and Behavior
Main Authors: Duygu Çinar Baltaci, Yakup Durmaz, Furkan Baltaci
Format: Article
Language:English
Published: Wiley 2024-06-01
Subjects:
Generation Z
green awareness
green brand
green marketing
planned behavior
purchase intention
Online Access:https://doi.org/10.1002/brb3.3584

Internet

https://doi.org/10.1002/brb3.3584

Similar Items