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Keywords: Sustainable consumption
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Journal Articles
South Asian Journal of Business Studies (2025) 14 (4): 437–455.
Published: 27 February 2025
... highlights the relevance of VBN theory to sustainable consumption (Jebarajakirthy et al., 2024 ; Nguyen and Dekhili, 2024). Integrating VBN theory, which is extensively used to understand pro-social motives, with the TRA, which focuses on rational motives, provides a more comprehensive...
