Oct 2026
Trust, authenticity and the attitude–behaviour gap: sustainable marketing in the fashion and cosmetics industries
This study aims to investigate how perceived sustainability influences purchase intention in the fashion and cosmetics industries, focusing on the mediating role of trust, the impact of perceived greenwashing and the moderating role of price. This research contributes to sustainable marketing theory by examining ho...
Madalena Abreu, Valentina Chkoniya, Bráulio Alturas et al.
· Competitiveness Review: an i... · 0 citations