Purpose - Over energy consumption is one of the causes of global warming and climate change. To deal with this issue, using energy-efficient appliances is strongly encouraged and cultivating consumer loyalty toward energy-efficient appliances is crucial for long-term sustainability. This study...

Purpose - This study investigates the circumstances under which a business to customer (B2C) marketplace chooses to implement green marketing to promote green product investment (GPI). It further identifies the optimal sales model approach for implementing green marketing under uncertainty about...