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Keywords: Westernisation
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Journal Articles
Journal:
South Asian Journal of Marketing
South Asian Journal of Marketing (2024) 5 (2): 131–148.
Published: 18 December 2023
... countries, especially in South Asian nations, as a result of westernisation. Based on the theory of planned behaviour and the concept of the attitude-behaviour gap, this study aims to investigate the impact of westernisation on the purchase intention of cruelty-free cosmetic products. Design/methodology...
