INFLUENCE OF PERCEIVED CUSTOMER VALUE IN MEDIATING THE EFFECT OF GREEN MARKETING ON WILLINGNESS TO PAY FOR ORGANIC PRODUCTS IN GREEN TOURISM VILLAGE BILEBANTE
The increasing environmental awareness has propelled green marketing, integrating environmentally friendly aspects in product marketing to enhance value in the eyes of consumers. In a tourism village, this strategy can elevate perceived customer value and encourage consumers to pay more to support s...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
iVolga Press
2024-09-01
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| Series: | Russian Journal of Agricultural and Socio-Economic Sciences |
| Subjects: | |
| Online Access: | http://rjoas.com/issue-2024-09/article_08.pdf |