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Keywords: Relational trust
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Journal Articles
Journal of Enterprising Communities: People and Places in the Global Economy 1–23.
Published: 22 July 2026
... this theoretical gap by extending TPB to incorporate risk perceptions and relational trust factors inadequately conceptualized within the model’s traditional cognitive framework. Focusing on Indian lifestyles of health and sustainability ( LOHAS ) consumers, the authors introduce trust, transparency...
