Determinants of Green Purchase Intention: The Roles of Green Enjoyment, Green Intrinsic Motivation, and Green Brand Love
نویسندگان
چکیده
This study investigated the relationship among green enjoyment, brand love, intrinsic motivation, and purchase intention. Data were collected from 26 August to 16 September 2022, through a questionnaire survey distributed online, quantitative instruments applied analyze data. A total of 302 randomly selected samples consumers with experience consumption analyzed. The data analyzed using descriptive statistics confirmatory factor analysis. results revealed that content, discriminant, convergent validity reliability model satisfactory. Global analysis motivation acceptable results. Moreover, structural equation modeling indicated satisfactory fit standard sample Finally, positively influences Green enjoyment affects love Furthermore, mediate positive between
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ژورنال
عنوان ژورنال: Sustainability
سال: 2022
ISSN: ['2071-1050']
DOI: https://doi.org/10.3390/su15010132