Keywords: Diffusion theory
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Journal Articles
Social Responsibility Journal (2014) 10 (2): 364–382.
Published: 27 May 2014
... trade attitudes as well as the external conditions that this consumer group may perceive as being barriers limiting their engagement in this behaviour. In this study, diffusion theory (Rogers, 2003) provides the framework for examining the external conditions that may impede Baby Boomer’s...

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