It is important to understand the drivers of green consumption, because of growing concern for the health of the planet. In this paper, the assumption that a virtue-green product relationship exists is tested. The objective is to understand how product morality (versus that of the person using...

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....

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,...