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Purpose – The current study aims to investigate gender differences in hedonic and utilitarian values on Iranian young consumers' intentions for eating in fast‐casual restaurants. Design/methodology/approach – By testing a sample of 189 young consumers, aged 18 to 24, this study applied...
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This study examined the influence of attitude towards environment and subjective norms on the ecological purchase intentions of Iranian consumers. The study subsequently investigated the influence of ecological purchase intentions on actual purchase behaviour of consumers and explored the key...
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