The relationships between the multidimensional planned behavior model, green brand awareness, green marketing activities, and purchase intention
Duygu Çinar Baltaci,
Yakup Durmaz,
Furkan Baltaci
Abstract:IntroductionThis study investigates the determinants impacting consumer purchasing behavior.MethodsUtilizing multidimensional planned behavior theory alongside measures of brand awareness and green brand awareness, this study examines the mediating role of multidimensional planned behavior theory. Empirical data were gathered through a survey conducted among Generation Z university students, yielding 638 responses. Analysis was performed on 590 valid responses.ResultsFindings indicate that green marketing init… Show more
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