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Journal Articles

Exploring youths’ willingness and objections to follow virtual influencers promoting sustainable consumption: an integration of VBN, AIDUA, and SSRIT frameworks

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Manpreet Kaur Riyat, Amit Kakkar, Rahul Sharma, Sandeep Walia
Journal: Young Consumers: Insight and Ideas for Responsible Marketers
Young Consumers: Insight and Ideas for Responsible Marketers (2025) 26 (5): 886–913.
https://doi.org/10.1108/YC-09-2024-2255
Published: 15 September 2025
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Journal Articles

Assessing the influence of artificial intelligence on sustainable consumption behavior and lifestyle choices

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Animesh Kumar Sharma, Rahul Sharma
Journal: Young Consumers: Insight and Ideas for Responsible Marketers
Young Consumers: Insight and Ideas for Responsible Marketers (2025) 26 (5): 702–727.
https://doi.org/10.1108/YC-09-2024-2214
Published: 09 December 2024
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