Linkage of Green Brand Positioning and Green Customer Value With Green Purchase Intention: The Mediating and Moderating Role of Attitude Toward Green Brand and Green Trust

Linkage of Green Brand Positioning and Green Customer Value With Green Purchase Intention: The Mediating and Moderating Role of Attitude Toward Green Brand and Green Trust

Current research evaluates the mediating role of attitude toward the green brand and the moderating effect of green trust for the relationship of green brand positioning and green customer value with green purchase intention. Data was collected from the 464 University students with the help of snowb...

Full description

Bibliographic Details
Main Authors: Yong Ming Wang, Hafiz Muhammad Fakhar Zaman, Abdul Khaliq Alvi
Format: Article
Language:English
Published: SAGE Publishing 2022-06-01
Series:SAGE Open
Online Access:https://doi.org/10.1177/21582440221102441

Internet

https://doi.org/10.1177/21582440221102441

Similar Items