Helping other customers to avoid harmful brands: The role of idealism, attitude and cynicism
Background: Consumers are not always aware of how their purchase decisions may harm other humans and the environment. Green customer helping behaviours could aid in solving this problem. Aim: The study aims to develop a research model, advancing knowledge of the extent to which idealism (an ethical...
| Published in: | South African Journal of Economic and Management Sciences |
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| Main Authors: | , , |
| Format: | Article |
| Language: | English |
| Published: |
AOSIS
2024-11-01
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| Subjects: | |
| Online Access: | https://sajems.org/index.php/sajems/article/view/5746 |