Khare, Arpita; Sadachar, Amrut; Chakraborty, Swagata - In: Journal of Fashion Marketing and Management: An … 26 (2021) 4, pp. 676-699
Purpose: The study examined the role of collective self-esteem (CSE), online communities, green attitudes and the influence of celebrities on green clothing involvement and consequently its impact on green clothing purchase behavior of Indian consumers. Design/methodology/approach: A mix of...