Haroon Hussain

From Green Faces to Green Wallets: An Interplay of Green Brand Anthropomorphism, Dual-Trust Mechanisms, Green Brand Love and Eco-Label Credibility in Sustainable Consumption Intentions

Despite growing consumer interest in sustainability, green brands encounter difficulties in translating eco-friendly sentiments into purchase intent due to widespread skepticism, unverifiable environmental claims, and greenwashing challenges. Integrating Anthropomorphism and Atta...