Review
Open access
Oct 2026
How Does Consumers’ Green Brand Awareness Affect Their Willingness to Pay a Premium for Green Products? The Mediating Role of Green Brand Loyalty and the Moderating Role of Green Perceived Risk
In developing markets characterized by pervasive information asymmetry and sophisticated greenwashing practices, promoting sustainable consumption requires moving beyond basic brand recognition to securing genuine financial commitment. Integrating S-O-R theory, perceived risk theory, and information economics, this stu...
Thi Thu Huong Nguyen, Viet Khoi Nguyen, Huy Thuong Do et al.
· Sustainability · 0 citations