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Keywords: Risk perception
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Journal Articles
Benchmarking: An International Journal (2019) 26 (5): 1565–1580.
Published: 19 February 2019
...@scmhrd.edu H2. Risk perception towards EE appliance is negatively related to purchase intention. Risk perception reduces consumers’ willingness to invest in EE (Epper et al., 2011). People tend to be less risk averse when stakes involved are low as compared to when stakes...
