Purpose Environmental awareness became a crucial agenda for both academicians and practitioners. Effect of the individual’s value, belief and norm on their environmentally significant behaviour is vital on subsequent purchase decision of the consumers. Considering this, the present study aims...

Purpose: The purpose of this study is to investigate consumers’ buying intentions (BIs) towards sustainable properties with green living concept (GLC). It also aims to examine the dynamic relationships between environmental advertisements (EAd), green brand positioning (GBP), attitude towards...

Purpose: This study aims to examine the direct and indirect effects of electronic word of mouth (eWOM) on mindful consumption behaviour (MCB) in a sustainable clothing purchase context. In addition, it examines the mediating effect of “consumer engagement” and “attitude towards...