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Keywords: Green branding
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2025) 37 (5): 1321–1338.
Published: 28 October 2024
...Li-Chun Hsu Purpose This study aimed to understand how the consumer–green brand relationship affects the behavior of consumers of e-commerce platforms for smallholder farmers; it did so by formulating and testing a framework based on social identity perspective. Design/methodology/approach...
