...Ying Sun; Yuxuan Lin; Shanyong Wang Purpose This study aims to explore the impact of green advertising information on social media on consumers’ green purchasing behavior. It utilizes the SOR model to investigate how detailed environmental protection and product performance attributes...

....: Narula and Desore, 2016 ; Dangelico and Vocalelli, 2017). In particular, we challenge the assumption of a common green purchase behavior framework for different generations by theorizing and testing a model for millennials. We argue that this important generational group who were born and have grown up...

... in China. Study 2 employed a single-factor, two-condition (morally engaged vs control), between-subject design. Findings The findings reveal that the morally extended TPB framework is more applicable in predicting Chinese consumers' green purchase intentions than the original TPB model. Attitude plays...