Brand Credibility and Consumer Behaviour in the Sustainability Transition: Mediating Effects of Health and Environmental Motivation
Published online on April 16, 2026
Abstract
Global Business Review, Ahead of Print.
This study emphasizes the role of brand credibility as a key pathway through which product specification shapes consumer purchase intention, alongside sustainability and health motivations, and examines the moderating influence of green brand knowledge. ...
This study emphasizes the role of brand credibility as a key pathway through which product specification shapes consumer purchase intention, alongside sustainability and health motivations, and examines the moderating influence of green brand knowledge. ...