Minh Ta Thanh Vo

Where Green Values Meet Consumer Action: An Examination of Green Marketing’s Impact on Green Purchase Intention and the Roles of Green Brand Positioning, Awareness, and Attitude

Consumers’ awareness of the deterioration of their surrounding environment has been steadily increasing. Consequently, today’s consumers not only demand that businesses implement green and environmentally friendly marketing activities but also expect companies to be genuinely green in their perception, provide superior...