A growing number of consumers want companies to act sustainably. Companies have
responded by advertising their sustainability initiatives, practices, and products. This paper …

Purpose Despite a growing interest in investigating green skepticism, there has been a
paucity of effort in synthesizing green skepticism research. This study aims to synthesize …

Purpose This study extends the Theory of Planned Behavior (TPB) and analyzes the
influence of skepticism (SKP) on the purchase intention (PI) of organic products, through the …

Consumers use social platforms to communicate and share green information and emotions
around hot topics of environmental improvement, and online green interactions drive …

Given the many ways luxury firms can communicate their sustainability efforts on social
media, this study employs complexity theory to identify the non-linear causal pathways …

Consumer interest in environmental protection has grown in recent decades, alongside a
shift in companies' strategies to embrace a greener way of doing business. Green …

This study investigates how co-created green appeals influence restaurant customers' green
behavioral intentions. Using a quasi-experimental design, this study investigates the effect of …

Emerging technology products, like AI-driven goods or electric vehicles, have the potential to
disrupt markets. However, little is still known about how to advance their adoption through …

With the transformation of enterprises' greening development strategy, how to adopt
practical advertising expression to promote green marketing has attracted much attention …

Environmental protection is increasingly a concern, but false claims by companies have
raised green skepticism among consumers. Young consumers constitute a significant group …