Keywords: Consumer perception
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Journal Articles

From diversity to eco-consciousness: how a diverse workforce enhances consumer’s perception of a brand’s environmental stewardship

Tanisha Jain, Abhirupa Roy, Parul Ahuja, Mansi Gupta, Gopal Das
Journal: European Journal of Marketing
European Journal of Marketing 1–18.
https://doi.org/10.1108/EJM-09-2024-0728
Published: 04 August 2026
...Tanisha Jain; Abhirupa Roy; Parul Ahuja; Mansi Gupta; Gopal Das Purpose This research aims to investigate how workforce-wide diversity, defined as the proportion of employees from underrepresented communities (URCs) across all organizational levels, influences consumer perceptions of environmental...
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