Marketing has changed fundamentally in the new millennium. At the same time, sustainable
marketing strategies have evolved to meet the challenges of environmental issues. In this …

Purpose This study aims to provide the theoretical roots, research trajectories and promising
research directions of green marketing in marketing and related fields. Design/methodology …

The purpose of this paper is to reveal how social network marketing (SNM) can affect
consumers' purchase behavior (CPB). We used the combination of structural equation …

Consumer behavior in purchasing green products, especially food and cosmetics, is
influenced by many factors. However, the role of online member group support in supporting …

The main aim of this research was to shed light on the influence of social media campaigns
on consumers' attitudes toward green tourism, aligning with sustainable consumer behavior …

This research investigates how green marketing mix, green brand knowledge, and attitude
towards green products affect Generation Y consumers' purchase intention of green …

The purpose of this paper is to empirically test the suggested modification of Unified Theory
of Acceptance and Use of Technology2 by introducing perceived value as mediating …

Digital and wireless technology are a crucial part of today's modern life. Artificial intelligence
(AI) uses different technologies and systems for speech recognition, visual perception and …

With the rising concern for environmental issues, there is an ever-increasing demand for
sustainable actions to minimize the damage to ecosystems. Seeking to meet such a …

Manufacturers must convey accurate information about their green products to gain
consumer trust. However, some manufacturers provide misleading information by falsely …