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Keywords: Firm performance
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2024) 41 (1): 49–60.
Published: 14 November 2023
... in an environmentally friendly manner and publicizing these efforts. Understanding consumer perceptions is critical, as they are a leading indicator of firm performance. Originality/value This novel operationalization of a green orientation captures consumers’ perceptions, demonstrating that firms can significantly...
