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Keywords: Consumer effectiveness
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Journal Articles
International Journal of Retail & Distribution Management (2024) 52 (6): 671–688.
Published: 08 July 2024
... consumer effectiveness is the most critical factor for green cosmetics consumption in India, followed by brand trust, behavioural control, and environmental effectiveness. The least important factors are price and social norms. Research limitations/implications As the GC category is at nascent stage...
