... 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...

... in the realm of green skepticism. Green consumption Green skepticism Green brand trust Green brand equity TCCM framework Systematic review Charles Jebarajakirthy is the corresponding author and can be contacted at: jebacharles934@gmail.com 24 04 2023 13 10 2023 24 05 2024...

... of pride in comparative decisions. Although research has recently explored the links between green consumption and pride (Ladhari and Tchetgna, 2017 ; Septianto et al., 2021), the present research is the first to examine specific pride dimensions (authentic vs hubristic) as identity signals...

...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...