The mediating role of brand love in predicting green purchase behaviour of organic cosmetic products

• Main Authors: Mohamad Daud, Fathiah Nabila, Ong, Choon Hee
• Format: Article
• Language: English
• Published: Human Resource Management Academic Research Society 2021
• Subjects: HB615-715 Entrepreneurship. Risk and uncertainty. Property
• Online Access: http://eprints.utm.my/id/eprint/96851/1/OngChoonHee2021_TheMediatingRoleofBrandLoveinPredicting.pdf; http://eprints.utm.my/id/eprint/96851/; http://dx.doi.org/10.6007/IJARBSS/v11-i6/8487

This paper looks into the past studies pertaining to green purchase behaviour, particularly across the cosmetics industry, which is still scarce in number despite its flourishing business and gaining much attention from the industry players. The literature affirms a pressing need to assess green pur...