Muhammad Ishraq Shakeel

Closing the Green Gap: A Hybrid PLS-SEM-ANN Approach to Digital Trust and the Intention-Behaviour Divide in South Asian Retail Consumers

This study examines how green digital marketing (GDM) influences green purchase intention (GPI) and green purchase behaviour (GPB) among South Asian retail consumers by integrating green trust (GT) as a mediating mechanism and digital literacy (DL), willingness to pay a premium (WTP), and perceived consumer effectivene...