Life blood of business i.e. human resource, intellectual capital, finance, material etc. are all the resources in absence of which no commercial activity have an initiation, growth and survival. Sustenance of corporates are dependent to a larger extent on consumer response and acceptance i.e....

This study has extended Motivation-Ability-Opportunity- Model and has developed a framework with seven variables (i.e., green brand, green satisfaction, green advertising, green buying behavior, and spirituality ethics. The study has taken a holistic approach by testing 15 relationships for...