Untying the Influence of Green Brand Authenticity on Electronic Word-of-Mouth Intention: A Moderation–Mediation Model
Green brands have made considerable strides in recent years; however, their validity has been questioned due to green brand fraud. However, the influence of green brand authenticity on consumer online behavior is still lacking in the e-commerce boom era. This article presents a theoretical framework...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2021-09-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2021.724452/full |