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Anuradha Yadav

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Open access Oct 2026

Environmental concern as a mediator of sustainable purchase intention among urban consumers in India

The growing emphasis on sustainable consumption and responsible production has increased scholarly interest in understanding consumers’ sustainable purchase intentions (SPI). This study is based on the Theory of Planned Behaviour (TPB) and Value–Belief–Norm (VBN) theory and aimed to explore the impact of Green Brand...

Satish Kumar, Anuradha Yadav, Manoj Kumar et al. · 0 citations

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