Propositions in favor of biophysical environmental sustainability have proliferated governance, business and academic debates globally. Initiatives promoting consumer health and environmental preservation have been epitomised through production and marketing of green products. However, the...

This study is driven by the absence of thorough investigations into the behavioral intentions of organizational consumers in the B2B market for paint and coatings, particularly within the industrial and marine coatings sector in Vietnam. Employing the stimulus-organism-response model, we tested...