Factors affecting millennials’ green purchase behavior: Evidence from Saudi Arabia
In light of the growing adoption of green products in emerging markets, there's a need to delve deeper into the green purchase behavior GPB of millennials in this context. Using the theory of planned behavior as a foundation, this study aims to improve clarity by developing and testing a theore...
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| Format: | Article |
| Language: | English |
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Elsevier
2024-02-01
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| Series: | Heliyon |
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| Online Access: | http://www.sciencedirect.com/science/article/pii/S2405844024016700 |