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Keywords: MOA framework
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Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2025) 26 (7): 55–73.
Published: 02 December 2024
...Jenny Nilsson Vestola; Maria Ek Styvén Purpose This study aims to gain insights into the drivers and inhibitors of proenvironmental behaviors (PEB) among Gen Z tourists through the lens of the goal-framing theory (GFT) and the motivation–opportunity–ability (MOA) framework. It also aims to propose...
