Exploring the effect of Starbucks' green marketing on consumers' purchase decisions from consumers' perspective
Pei-Hsuan Tsai, Guan-Yi Lin, Yu-Lin Zheng, Yi-Chong Chen, Pao-Zhen Chen, Zheng-Cheng Su
| Year of publication: |
2020
|
|---|---|
| Authors: | Tsai, Pei-Hsuan ; Lin, Guan-Yi ; Zheng, Yu-Lin ; Chen, Yi-Chong ; Chen, Pao-Zhen ; Su, Zheng-Cheng |
| Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 56.2020, p. 1-14
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| Subject: | Green marketing | Purchase intention | DEMATEL | DANP | Modified VIKOR | Konsumentenverhalten | Consumer behaviour | Öko-Marketing | Kaufentscheidung | Purchase decision | Öko-Produkt | Sustainable product |