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Keywords: Green concern
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2025) 43 (8): 1660–1676.
Published: 28 April 2025
... the mediating role of brand pride and the moderating role of green concern to reveal the underlying mechanisms. Design/methodology/approach Data was acquired from 332 respondents with a questionnaire survey, and hypotheses were tested with regression analysis and bootstrapping method using the PROCESS...
