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.e., green brand, green satisfaction, green advertising, green buying behavior, and spirituality ethics. The study has taken a … (SP) and green buying behavior (GBB) (H9); ethics, and green satisfaction (H10); Spirituality and green satisfaction (H11 … multi-mediating impact of green advertising and green buying on ethics and green satisfaction (H14) and spirituality and …
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This paper examines the question of why consumers engage in ethical consumption. The authors draw on self-affirmation theory to propose that the choice of an ethical product serves a self-restorative function. Four experiments provide support for this assertion: a self-threat increases...
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