...Petcharat Chimakulpanrob Purpose This study aims to investigate the mediating role of green marketing ( GM ) in the relationship between sustainable manufacturing ( SM ) and export performance ( EP ) among small and medium-sized enterprises (SMEs) in Thailand’s latex pillow industry. It integrates...

... models. Corresponding author Hsunchi Chu chsunchi@saturn.yzu.edu.tw 28 02 2025 12 06 2025 03 07 2025 © 2025 Emerald Publishing Limited 2025 Emerald Publishing Limited Licensed re-use rights only Green marketing Prospect theory Mental accounting Collaborative...

... their green products and initiatives. Green marketing campaigns can inspire millennials to encourage their social groups to be environmentally conscious. By actively helping the environment, these consumers may feel a sense of pride for their cohort and their country. As a result, Pakistan might undergo...

... Africa Green marketing Theory of planned behaviour Green consumer In the past three decades, consumers around the world are becoming more concerned about the impact of their consumption decisions on the environment. Numerous studies (Cohn and Wolfe, 2011 ; Nielsen, 2015) in this area have...

...Sapna A. Narula; Anupriya Desore Purpose – This paper aims to investigate existing research in green marketing with special reference to consumer behaviour and identify challenges both in practice and research, offering valuable insights for both the communities. While reviewing the existing...