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Developing A Consumer Green Marketing Model Using by Meysam MN is a document available to read on EtoBox.
What is Developing A Consumer Green Marketing Model Using about?
The study proposes a new consumer green marketing model integrating the Unified Theory of Acceptance and Use of Technology (UTAUT) with green factors to combat greenwashing practices. It aims to enhance consumer technology adoption while promoting environmental sustainability across various industries. The research will utilize a cross-sectional survey and Smart PLS-SEM to analyze the impact of UTAUT constructs and green factors on consumer behavior.
- Author
- Meysam MN
- Language
- EN