... advertising research by identifying effective combinations of influencer type and emotional appeal. It advances understanding of how emotional fit and psychological mechanisms drive green consumption and offers strategic insights for optimizing both human and virtual influencer campaigns in sustainability...

... Green consumption Green skepticism Green brand trust Green brand equity TCCM framework Systematic review Recently, consumers’ trust in green products has been shaken by the increasing number of instances of false information that organizations have provided to them. For example, recently...

...). Accordingly, we propose that when consumers evaluate green and premium claims, the green (vs premium) choice is likely to trigger a self-conscious emotion of authentic pride. This authentic sentiment in green consumption relates to the power of green (vs premium) brands to help consumers build a pro-social...

...Elder Semprebon; Danielle Mantovani; Rafael Demczuk; Cecilia Souto Maior; Victoria Vilasanti Purpose Considerable research has been performed to understand green consumption behavior. Given the emergence of this discussion, the purpose of this paper is to apply network analytical techniques...