Digital natives, with a sense of equality, social justice and environmental awareness, young
people from Generation Z value money more than previous generations and, as such, are …

Purpose Green consumption is fundamental to sustainable development, as it involves
adopting practices and technologies that reduce the environmental impact of human …

Many companies have developed a green marketing strategy, aimed at promoting and
selling green environmental products. While the majority of articles on this topic report on …

Purpose The purpose of this paper is threefold: to assess the impact of green brand
positioning, consumers' attitude toward green brands, and green brand knowledge on green …

Road freight transportation (RFT) has received significant attention from the government,
industry, and academia because of its high energy consumption and carbon emissions. To …

This research aims to examine the impact of brand loyalty and brand image upon brand
equity given the involvement of brand recognition as a mediator. The technique used for the …

Young consumers’ insights on brand equity: Effects of brand association, brand loyalty, brand
awareness, and brand image | Emerald Insight Books and journals Case studies Expert …

The environmentally friendly product is a product which is produced without chemical
substances (Lian et al., 2016), for instance, organic product, as it is enriched by antioxidant …

Purpose This study aims to investigate the factors, which may potentially influence green
product buying decision among young consumers in Malaysia. Design/methodology …

Brand has become a necessary part in our daily life. The product, when becomes a brand,
promises quality, trust and distinct place in a range of choices. Brand equity can corrode …