Nowadays, since green consumption is widely accepted and affordable, obtaining favourable attitudes of consumers toward green purchases becomes paramount to accelerating the market penetration of ecological items. Under the planned behaviour theory and other theoretical backgrounds of attitude...

The fashion industry is considered one of the most relevant industries worldwide. At the same time, however, it is repeatedly accused of irresponsible behavior toward the environment and society. For fashion brands who identify Generation Z as an attractive customer target group, the increasing...

A customer’s preference of a brand and loyalty to it is linked to the trust, satisfaction, awareness, and the image that is associated with the brand. This paper studies these four factors in the setting of green brands along with their connection to the customer’s preference and loyalty....

A customer’s preference of a brand and loyalty to it is linked to the trust, satisfaction, awareness, and the image that is associated with the brand. This paper studies these four factors in the setting of green brands along with their connection to the customer’s preference and loyalty....

Many green financial products currently have a low financial return level; even so, these products are spreading dynamically. In our study, we explored Hungarian green financial investment preferences and separated consumers of green financial products into homogeneous groups, which were...