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Keywords: Generation Z
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC 1–18.
Published: 15 April 2026
...Smriti Mathur; Alok Tewari; Avinash K. Shrivastava; Preeti Sharma Purpose This paper aims to examine the relationships among attitude, subjective norm ( SN ), perceived behavioral control ( PBC ), perceived novelty ( PN ), consumer confidence ( CC ) and Generation Z’s (Gen Z’s) green apparel...
