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This study explores how green self-identity (GSI), social norms (SN), and generational differences impact consumer intentions to purchase recycled absorbent hygiene products (AHPs). Findings indicate that GSI positively influences attitudes towards these products, but SN can negatively affect this relationship for Generation Y, while having no significant impact on Generation X and Generation Z. The research highlights the importance of understanding these dynamics to effectively promote eco-friendly purcha

Author

Meysam MN

Language

EN