Electronic commerce in B2C area is developing rapidly in Europe in last decade and it became respective proportion in retail revenue generation in all EU countries. More than a half of population in EU are online shoppers. Books are important product category. On the other hand, consumer...

As environmental awareness increases, consumers tend to focus more on environmental friendly products. The literature on green consumption has recently focused on the Asian markets, in particular, the populous country of the world 'china'. Despite many efforts by the marketers to promote the...