Papista, Erifili; Krystallis, Athanasios - In: Journal of Business Ethics 115 (2013) 1, pp. 75-92
This conceptual article applies the customer value (CV) concept in the context of green marketing aiming to provide insights on the factors that motivate and/or hinder the development of consumer–green brand relationships. The article draws upon existing literature on the streams of CV,...