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Keywords: Greenwashing
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2023) 27 (3): 286–305.
Published: 19 July 2022
...Abdul Qayyum; Raja Ahmed Jamil; Amnah Sehar Purpose This study aims to examine the negative effects of excessive product packaging (EPP), greenwashing and green confusion on green brand equity (GBE). Furthermore, the moderating role of brand credibility in mitigating the negative effects of green...
