Influence of Green Marketing and Corporate Social Responsibility on Purchase Intention: Evidence on the Mediating Role of Brand Image
2026-05-04
Environmental awareness continues to rise, prompting firms to utilise green marketing (GM) and corporate social responsibility (CSR) to influence consumers’ purchase intention (PI). Grounded in the stimulus–organism–response framework, this study explains how sustainability-related cues (GM and CSR) shape brand image (BI) and subsequently PI within Vietnam’s coffee market. Based onContinue Reading