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What is Green Consumer Behavior: Motivation Insights about?

This study examines the relationship between different types of motivations (intrinsic, identified, introjected, and external) and green consumer behavior. The researchers hypothesized that all four types of motivations would positively relate to green consumer behavior. Results of the bivariate correlation and structural equation modeling supported the hypotheses, finding that identified motivation had the strongest relationship with green behavior, followed by external motivation. A second study examined

Author

Minza

Language

EN