Keywords: Mortality legacy
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Journal Articles
Journal of Consumer Marketing (2026) 43 (5): 770–781.
Published: 16 March 2026
...Hyeyoon Bae; Sang Hyun Jo Purpose The purpose of this study is to advance the understanding of the interplay between mortality salience, mortality legacy and sustainable consumption behavior. Design/methodology/approach Data were collected through an online questionnaire from 1,000 consumers...

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