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Keywords: Green advertising
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Journal Articles
Asian Journal of Economics and Banking (2026) 10 (2): 351–372.
Published: 30 April 2026
...Xuan Thinh Nguyen; My Hong Thi Nguyen Purpose This study investigates the dual-pathway effects of external marketing stimuli (green advertising, green brand image) and multidimensional green consumption values on consumer purchase intention and willingness to pay a premium for green logistics...
