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Sponsored AI AM CLAUDE, A Beginner's Guide: Learn the basics of working with AI AI AM CLAUDE, A Beginner's Guide: Learn the basics of working with AI

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Thi Thuy Phung

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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. · 0 citations

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