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Sponsored Artificial Intelligence: A Modern Approach, Global Edition Artificial Intelligence: A Modern Approach, Global Edition

Author

Tao Jiang

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Open access Aug 2026

From Self-Worth to Sustainable Choice: An Efficacy-Translation Account of Green Consumption

Green consumption research has long documented a gap between favorable environmental attitudes and concrete sustainable choices. Yet less is known about why consumers who value sustainability sometimes doubt that their own actions can matter. Across five studies of Chinese consumer samples (N = 1499), this article deve...

Tao Jiang, Feng-Pei Hu, Xia-Dan Yang et al. · 0 citations

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