Bong Ko, Seung; Jin, Byoungho - In: Journal of Fashion Marketing and Management: An … 21 (2017) 1, pp. 70-87
Purpose The purpose of this paper is to understand consumers’ purchase intention toward green apparel products using the theory of planned behavior (TPB). Specifically, this study aimed to compare US and Chinese consumers to understand how green apparel behaviors differ by a country’s green...