The Mechanisms for Influencing Green Purchase Intention by Environmental Concern: The Roles of Self-Green Image Congruence and Green Brand Trust
Research Article
This study is the first to examine a serial mediation model that includes environmental concern, self-green image congruence, green brand trust, and green purchase intention. Based on data from a sample that included 349 Saudi individuals, the analyses supported most mechanisms flowing from environmental concern to self-image congruence and green brand trust in serial. The direct relationship of environmental concern [...]