The Impact of Green Marketing Mix (4Ps): A Meta-Analytic Review
Jalil Ahmad Khan, Warda Ejaz, Mahmood Rehmani, Sarmad Salahuddin et autres
This meta-analysis examines the impact of green marketing strategies on consumers' green purchase intention. It based on evidence from 8 quantitative studies that include a total of 3071 subjects. It gives particular emphasis to the 4Ps approach: price, place, green product and …
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