Exploring the green purchase intention-behavior gap among South African millennials using an expanded planned behavior model
This study investigates the determinants of green purchase behaviour among South African millennials, drawing on a sample of 189 respondents to elucidate the most salient antecedents that drive green consumption within this demographic. Anchored in an extended Theory of Planned Behavior (TPB), the r...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2025-12-01
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| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2025.2538715 |
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