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Keywords: Green self-identity
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2026) 38 (6): 1638–1657.
Published: 22 August 2025
... and investigates how green self-identity strengthens the transformation of green resources into sustained customer commitment. Design/methodology/approach A structured survey was conducted among 598 guests who had recently stayed at eco-certified hotels in China. Established seven-point Likert scales measured...
Journal Articles
Asia Pacific Journal of Marketing and Logistics (2025) 37 (4): 1067–1088.
Published: 30 September 2024
...Kaixin Yang; Huimei Bu; Rui Huang; Matthew Tingchi Liu Purpose This research aims to explore the mechanisms by which green marketing practices (GMP) influence customer loyalty (CL) and how green self-identity (GSI) moderates the relationship between green corporate image (GCI) and customer loyalty...
Journal Articles
Asia Pacific Journal of Marketing and Logistics (2022) 34 (8): 1721–1739.
Published: 01 November 2021
... theory. Design/methodology/approach Data were collected using a self-administered questionnaire survey and analyzed with hierarchical regression analysis. Findings The results indicate that moral obligations, green self-identity, environmental concern and social pressure are positively related...
