Prerana Baber

Green signals: how perceived value, self-brand connection and brand credibility shape willingness to pay for green products

Purpose This study examines the interaction between green perceived value (GPV), self-brand connection (SBC) and willingness to pay more (WPM), and moderating role of brand credibility (BC) for green products. It underpins on Signalling Theory and Value-Based Pricing Theory, and...