GREEN MARKETING ORIENTATION AND CONSUMER'S WILLINGNESS TO PAY: EXAMINING THE MEDIATING EFFECT OF BRAND COOLNESS AND MODERATING ROLE OF CUSTOMER ENGAGEMENT
Fields of Study & Subjects
Environmental Sustainability in Business
Consumer Behavior in Brand Consumption and Identification
Consumer Market Behavior and Pricing
Publication details
- Journal / source
- Zenodo (CERN European Organization for Nuclear Research)
- Publication date
- 7 March 2026
- Language
- EN