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Patricia Milić

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Review Open access Sep 2026

Understanding Sustainable Purchasing Behaviour Through the Marketing Mix: An Institutional Theory Perspective

This study advances research on sustainable food consumption and marketing strategies by applying institutional theory. Drawing on the concepts of the institutional logic of sustainable development and institutional legitimacy, the research provides new insights into how societal values and institutional frameworks may...

Patricia Milić, Tomaž Čater · 0 citations

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