Parallel mediation effect of consumption values and the moderation effect of innovativeness, in predicting the influence of identity on green purchasing behavior
This study investigates the mechanism by which a proenvironmental self-identity (PESI) predicts green purchasing behavior (GPB) through various dimensions of green consumption values, following the recently published modern-mediation-analysis guidelines. The model was examined via 1,186 validated su...
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| Main Authors: | , , |
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| Format: | Article |
| Published: |
WILEY
2021
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| Subjects: | |
| Online Access: | http://eprints.um.edu.my/27197/ |
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