This study has extended Motivation-Ability-Opportunity- Model and has developed a framework with seven variables (i.e., green brand, green satisfaction, green advertising, green buying behavior, and spirituality ethics. The study has taken a holistic approach by testing 15 relationships for...

This research aims to investigate the potential of consumer empowerment, the activation of consumers' perceived power over companies, to achieve improved advertising effects for organic food compared to only communicating ecological benefits (classical green appeals). Two online experiments were...

This study has extended Motivation-Ability-Opportunity- Model and has developed a framework with seven variables (i.e., green brand, green satisfaction, green advertising, green buying behavior, and spirituality ethics. The study has taken a holistic approach by testing 15 relationships for...