Liu, Matthew Tingchi; Liu, Yongdan; Mo, Ziying - In: Asia Pacific Journal of Marketing and Logistics 32 (2020) 8, pp. 1823-1841
Purpose: This research extends the theory of planned behaviour (TPB) and aims to study the underlying factors that influence Chinese consumers' purchase intentions towards green products. The conceptual model encompasses four elements (subjective norms, perceived behaviour control, moral norms...