...Christine Nya-Ling Tan; Muhammad Ashraf Fauzi; Siti Aminah Binti Harun Purpose This research seeks to address the existing gaps in the literature by rigorously investigating the influence of consumers’ perceived green product quality (PPQ), price sensitivity to green products (PRS...

...-with-purchase offer when the supplementary product provides a high-level rather than a low-level benefit and identify price sensitivity as an underlying mechanism behind the observed effect. Furthermore, consumers' sensitivity to the value of the focal product in the deal brought to their attention...