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Keywords: Self-transcendence value
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Journal Articles
Unlocking the path to green customer citizenship behaviour: interplay of values, attitude, and green brand equity
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2025) 42 (3): 272–286.
Published: 14 April 2025
.... H4c. Self-enhancement value leads to green customer citizenship feedback via green attitude. H3a. Self-transcendence value leads to green customer citizenship advocacy via green attitude. H3b. Self-transcendence value leads to green customer citizenship helping...
