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Keywords: Fatalism
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2026) 60 (13): 631–684.
Published: 18 June 2026
... investigates how response efficacy, fatalism, sustainability types and biometric joy help explain the relationship between sustainability initiatives and WTPP for sustainable products. Design/methodology/approach This research uses a quantitative methodology, drawing on data from online experiments...
