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...

The environmental issues nowadays have make consumers becoming more selective in selecting products and brands going to use. The purpose of this study is to investigate the effect of green advertising on green purchase intentions mediated by green attitude awareness in the young generation....

With the increase in the level of consumer awareness towards green products, “Green Marketing” has started gaining importance since 1970s but getting further momentum since last two decades. Many companies have added and/or modified their products and process in order to position themselves...

Chinese advertising industry has dramatically developed as consumers' concerns over the impact of environmental degradation on their lives and interests increase, which results in a significant sale of green products. This study aims to explore how green advertising affect consumers purchase...