Impact of Environmental Concern on Green Purchase Intention: A Mediation Model Using Green Trust
Naazira Lateef Khan & Ishtiaq Hussain Qureshi · Asian Journal of Economics, Business and Accounting · 2025
This study investigates the impact of environmental concern on green purchase intention, incorporating green trust as a mediator within the framework of the Theory of Planned Behavior (TPB). The research aims to bridge the gap in understanding how environmental consciousness, att...
Open access
Research Article
10.9734/ajeba/2025/v25i31729