Relationship Between Environmental Concern, Green Perceived Value and Green Purchase Behaviour: The Moderating Role of Price Consciousness
Growing environmental concerns influence consumer buying decisions and behaviours. This study investigates the factors that affect the green purchase behaviours of Generation Z consumers in Vietnam. Employing the value–attitude–behaviour (VAB) framework, the study examines the intricacies of green...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Vilnius University Press
2024-12-01
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| Series: | Organizations and Markets in Emerging Economies |
| Subjects: | |
| Online Access: | https://ojs.test/index.php/omee/article/view/34537 |
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