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Keywords: Eco-friendly product innovation
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Journal Articles
Green is the new beautiful: exploring the role of sustainability in building brand equity in cosmetic brands
Open Access
European Journal of Management Studies 1–19.
Published: 20 March 2026
... validated studies measured environmental responsibility, eco-friendly product innovation, green brand image, consumer trust and buying engagement. Data analysis included reliability testing, factor analysis and structural equation modeling with bootstrapping to examine direct and mediating relationships...
