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What is Bounded Rationality about?

This study investigates the influence of bounded rationality on consumer purchase intentions for green brands, highlighting that despite environmental awareness, consumers often rely on heuristics and simplified decision-making due to cognitive and informational constraints. A quantitative analysis of 200 urban consumers reveals that factors such as brand familiarity and price sensitivity significantly affect their choices, often overshadowing their pro-environmental values. The findings suggest implication

Author

Cheuk Ying Leung

Language

EN