The purpose of this study is to analyze the significant effect of green perceived risk on green purchase intention, to analyze the significant effect of green viral communication on green purchase intention, to analyze the significant effect of green perceived value on green purchase intention,...

The apparel industry has been a significant area of concern for the environment; hence there is an emphasis on the production and marketing of green apparel. The apparel industry is responsible for 10% of global carbon emissions and 20% of global water waste. The present study examined the...

Green buying research in the past has been very focused on studying the behavior of individual consumers (B2C) and organizational consumers (B2B). However, there has been no attempt to compare the factors that influence the green buying of individual consumers and organizational consumers. This...

The face of earth is disturbed because of never ending pollutants from different sources including textile waste. Some consumers propagate that they are eco-conscious, but their intention does not translate well into their actions. The aim of present study is to identify the impact of...

The rapid upward thrust of the economy has harmed the environment, which has been compounded by pollution. More and more people are becoming concerned about their surroundings and looking for strategies to mitigate their unfavorable consequences. This is seen in governments' and enterprises'...