Boosting Brand Citizenship Behavior through Internal Green Marketing: The Role of Brand Trust and Willingness to be Environmentally Friendly
Green marketing is a critical issue in today’s society. The purpose of this study is to investigate the influence of internal green marketing (IGM) on brand citizenship behavior (BCB). Drawing on the theoretical foundations of social identity theory, cognitive consistency theory, and social exchange...
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| Format: | Article |
| Language: | English |
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Luminous Insights
2021-07-01
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| Series: | Journal of Sustainable Marketing |
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| Online Access: | https://luminousinsights.net/articles/jsm-2021-28 |