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Keywords: Consumer identification
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Journal Articles
Impact of green marketing on peer-to-peer accommodation platform users’ repurchase intention and positive word-of-mouth: mediation of trust and consumer identification
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International Journal of Contemporary Hospitality Management (2024) 36 (3): 691–712.
Published: 17 May 2023
... found that consumers’ perception of green marketing orientation of P2P accommodation platforms significantly increased consumer trust in the platform and consumer identification with the platform, which in turn each positively influenced repurchase intention and positive WOM to the platform. Furthermore...
