marketing literature reveals that perceived value is always considered to be of paramount importance when consumers purchase a product. in order to form a positive attitude towards green products resulting from a higher perceived value, the products proclaimed as green should incorporate the worth which consumers value the most while purchasing. the present study investigates whether there is a...

Purpose This study aims to examine the negative effects of excessive product packaging (EPP), greenwashing and green confusion on brand equity (GBE). Furthermore, moderating role credibility in mitigating marketing was investigated. Design/methodology/approach A within-subject experiment conducted evaluate versus minimal test proposed hypotheses. Data analysis performed with SmartPLS 3.3.3, whi...

It is an irrefutable fact that consumers play an undeniable role in any country’s sustainability index advancement. There is evidence that thirty to forty percent of environmental degradation is caused by private household consumption activities. Consumers are becoming increasingly aware of this fact and have started exhibiting concerns towards environmental degradation. These pressures have ma...

Marketing literature reveals that perceived value is always considered to be of paramount importance when consumers purchase a product. In order to form a positive attitude towards green products resulting from a higher perceived value, the products proclaimed as green should incorporate the worth which consumers value the most while purchasing. The present study investigates whether there is a...