Purpose: By relying on the Theory of Planned Behavior, this paper aims to understand the relative importance of attitude, subjective norm (SN), behavioral control, self-identity (SI) and past behavior in the prediction of green purchase behavior among Ghanaian consumers....

Brand personality has often been considered from the perspective of products, corporate brands or countries, but rarely among service offerings. Moreover, there remains the consideration of how these entities are communicated online. This article explores the brand personality dimensions that...