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Keywords: Health consciousness
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Journal Articles
Global Knowledge, Memory and Communication 1–16.
Published: 09 December 2025
... of future sustainable markets. This study expands upon the Theory of Planned Behavior ( TPB ) by incorporating environmental concern and health consciousness as antecedents that affect green purchase attitudes and perceived behavioral control, while also investigating the moderating effect of perceived...
Journal Articles
Global Knowledge, Memory and Communication (2025)
Published: 07 February 2025
... of personal innovativeness (PI) and health consciousness (HC) as moderators. Design/methodology/approach The present study uses the PO theory as the base model for the study. The data was collected through face to face survey method and a total of 315 valid responses were received in a period of five...

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