Keywords: Sustainable brands
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Journal Articles
Management & Sustainability: An Arab Review (2023) 2 (1): 67–86.
Published: 10 October 2022
...Nour Adham Abdelrazek; Noha El-Bassiouny Purpose The main aim of this study is to integrate the theory of planned behavior (TPB) to examine consumers' intention to advocate for sustainable brands, whilst incorporating the moderating role of pro-environmental self-identity. Consumer sustainability...

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