Re-examining the New "Greeneration" behaviors: How Does the Sequential Mediation role of Green Word of Mouth and Green Trust affect Green Purchase Intention among Generation Z?

Re-examining the New "Greeneration" behaviors: How Does the Sequential Mediation role of Green Word of Mouth and Green Trust affect Green Purchase Intention among Generation Z?

Objective: This study explores whether and how the Z generation's perspective toward greenwashing perceptions influences their green purchasing intentions through the underlying green trust and green word of mouth. Design/Methods/Approach: We used purposive sampling to enroll research respond...

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Bibliographic Details
Main Authors: Rahmawati, Nur Hidayati, Wathanan Srinin, Ahmad Taufiqurijal
Format: Article
Language:English
Published: Universitas Airlangga 2024-12-01
Series:Jurnal Manajemen Teori dan Terapan
Subjects:
greenwashing
green word of mouth
green trust
green purchase intention
Online Access:https://e-journal.unair.ac.id/JMTT/article/view/64645
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