Chahal, Hardeep; Dangwal, Ramesh; Raina, Swati - In: Journal of Global Responsibility 5 (2014) 2, pp. 338-362
Purpose – The study aims to propose four novel constructs of green satisfaction, green loyalty, green trust and green brand equity. It identifies the role of social marketing, relationship marketing, marketing orientation, general strategies, green marketing and marketing mix elements in...