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Keywords: Rational-value-heuristic decision model
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Journal Articles
Millennial green consumption: values, social influences and heuristics
Available to Purchase
Journal:
Management Decision
Management Decision 1–23.
Published: 14 November 2025
...Fernando Lourenço; Ali Bavik; Ubaldino Sequeira Couto; Weng Si Lei; Huiping Xian; Mei Keng Loi Purpose This study aims to reconceptualise the theory of planned behaviour (TPB) by proposing the rational-value-heuristic decision model, a framework designed to understand better the cognition...
