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Keywords: Optimism
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Journal Articles
Journal of Fashion Marketing and Management: An International Journal (2024) 28 (5): 911–928.
Published: 04 December 2023
...Sofia Salvado Antunes; Cristela Maia Bairrada; Susana Garrido Purpose Aim of this study is to examine how environmental concern and perceived consumer effectiveness (PCE) mediate the effect of consumer optimism and pessimism on Generation Z's intention to purchase sustainable clothes. Design...
