... contemporary marketplace structures, constitute a substantial market segment, making them economically vital to understand and engage. Research on consumer identity within the ethical consumption field has primarily focused on consumers who claim to follow ethical guidelines, such as vegans (Riverola...

... to pay premium (WLPP) in the relationship of health consciousness, social identity, self-identity and trust with green purchase intention and (2) investigating the influence of consumer identities on green purchase intention in the Indian context. Mohd Abass Bhat can be contacted...