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Sponsored Artificial Intelligence: A Modern Approach, Global Edition Artificial Intelligence: A Modern Approach, Global Edition

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Qiu-Xue Huang

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Review Open access Sep 2026

Conspicuous Green Consumption under Dual Identity Motivations: The Moderating Roles of Empathy and Future Orientation

Background and Aims: Based on altruistic motivation, identity, and costly signaling theories, this study explores the effects of green self-identity and moral identity on conspicuous green consumption, and examines the moderating roles of empathy and future orientation. Methodology: Partial least squares structural equ...

Qiu-Xue Huang, Shi Shu, Theeralak Satjawathee · 0 citations

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