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Keywords: Product involvement
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Journal Articles
South Asian Journal of Business Studies (2025) 14 (3): 380–401.
Published: 01 August 2025
...Lokesh Jasrai; Amanpreet Kaur Purpose The purpose of this study is to explore the segmentation of green consumers based on the unique personality trait of consumer innovativeness (CI). Five determinants of CI: opinion leadership, product involvement, price sensitivity, venturesomeness and need...
