Moral norm is the key
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DOI: 10.1108/apjml-05-2019-0285
Abstract: This research extends the theory of planned behaviour (TPB) and aims to study the underlying factors that influence Chinese consumers' purchase intentions towards green products. The conceptual model encompasses four elements (subjective norms, perceived behaviour… read more here.
Keywords: purchase; norm key; purchase intentions; subjective norms ... See more keywords