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Keywords: Generations Y and Z
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Journal Articles
A longitudinal study on organic food continuance behavior of Generation Y and Generation Z: can health consciousness moderate the decision?
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Young Consumers: Insight and Ideas for Responsible Marketers (2023) 24 (5): 513–539.
Published: 16 June 2023
...Mohammad Rokibul Kabir Purpose This study examines the organic food continuance behavior (OFCB) of young (Generations Y and Z) Bangladeshi consumers as a part of green consumption for sustainable development. Based on the extended “Theory of Planned Behavior” (TPB), this study investigates...
