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What is Green Motivations and Purchase Behavior about?

This study investigates the interplay between green intrinsic and extrinsic motivations and their effects on green purchase intention and behavior, using a sample of 4062 consumers in Vietnam. It employs polynomial regression with response surface analysis to reveal that a balance between these motivations enhances eco-friendly consumption, while an imbalance detracts from it. The findings highlight the significance of green purchase intention as a mediator in the relationship between motivations and actual

Author

thuynan0401

Language

EN