Educating Global Green Consumers: The Role of Online Education and Brand Communication in Promoting Green Buying Behavior
This study first examines the influence of educational factors on a consumer’s willingness to buy green products and on building a brand’s green image. Second, it explores the effects of environmental concern and perceived consumer effectiveness in mediating the relationships between educational fac...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Luminous Insights
2023-09-01
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| Series: | Journal of Sustainable Marketing |
| Subjects: | |
| Online Access: | https://luminousinsights.net/articles/JSM-2023-107.pdf |