Re-examining the New "Greeneration" behaviors: How Does the Sequential Mediation role of Green Word of Mouth and Green Trust affect Green Purchase Intention among Generation Z?
Objective: This study explores whether and how the Z generation's perspective toward greenwashing perceptions influences their green purchasing intentions through the underlying green trust and green word of mouth. Design/Methods/Approach: We used purposive sampling to enroll research respond...
Saved in:
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Universitas Airlangga
2024-12-01
|
| Series: | Jurnal Manajemen Teori dan Terapan |
| Subjects: | |
| Online Access: | https://e-journal.unair.ac.id/JMTT/article/view/64645 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
Be the first to leave a comment!