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What is Green Marketing about?

Chapter Two reviews literature on green marketing and its influence on consumer purchase behavior, focusing on green products, pricing, and distribution. It discusses theoretical frameworks such as the Theory of Planned Behavior and Value-Belief-Norm Theory, highlighting the psychological factors affecting consumer decisions. The chapter identifies gaps in research, particularly regarding the combined effects of green marketing strategies within specific organizational contexts like OHI Limited.

Author

janemarcis06

Language

EN