How Do Product Positioning and Consumer Knowledge of Green Brands Lead To Purchase Decisions?
Green branding has become a relevant strategy for winning the business competition. However, limited research has been conducted specifically investigating the role of green branding positioning on consumer green brand attitude and brand purchase. This study looks into the impact of green brand posi...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Bogor Agricultural University
2023-05-01
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| Series: | Indonesian Journal of Business and Entrepreneurship |
| Online Access: | https://journal.ipb.ac.id/index.php/ijbe/article/view/43834 |