Do we choose an eco-friendly product to build a sustainable future? The role of brand authenticity on willingness to pay more, sustainability consciousness, and green purchase intention
Introduction Global consumerism is one of the main factors associated with ecological degradation, a central concern on the agenda of international leaders. Faced with this reality, environmentally conscious consumers are increasingly willing to buy products from brands that generate a positive impa...
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| Autores principales: | , , , |
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| Formato: | Artículo |
| Lenguaje: | inglés |
| Publicado: |
2026
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| Acceso en línea: | Enlace permanente (DOI o Handle) Ver en el sistema de origen |
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