Concepedia

Rubing Bai

RB

8

Publications

508

Citations

8

H-Index

2019

Active since

Affiliations

Beijing Institute of Technology(Current)

Beijing University of Agriculture

Nanjing University of Information Science and Technology

Rubing Bai is an author at Beijing Institute of Technology specializing in consumer behavior, marketing, and consumer research.

Top concepts

MarketingConsumer BehaviorConsumer ResearchManagementBusinessConsumer Decision MakingGreen MarketingPurchase IntentionTrustNutrition

Publications per year

2019–2023

8

Publications

8

How Does Green Product Knowledge Effectively Promote Green Purchase Intention?

Hong Wang, Baolong Ma, Rubing Bai · Sustainability · 2019 · 218 citations · Full text

Green Marketing, Consumer Uncertainty, Consumer Research +18

The spillover effect of greenwashing behaviours: an experimental approach

Hong Wang, Baolong Ma, Rubing Bai · Marketing Intelligence & Planning · 2019 · 98 citations

Greenwashing, Green Marketing, Environmental Impact Assessment +19

The unexpected effect of frugality on green purchase intention

Hong Wang, Baolong Ma, Rubing Bai et al. · Journal of Retailing and Consumer Services · 2020 · 57 citations

Green Marketing, Management, Consumer Research +4

What influences students’ food waste behaviour in campus canteens?

Hong Wang, Baolong Ma, Dan Cudjoe et al. · British Food Journal · 2022 · 52 citations

Food Choice, Nutrition, Food Waste Behaviour +15

How does perceived severity of COVID-19 influence purchase intention of organic food?

Hong Wang, Baolong Ma, Dan Cudjoe et al. · British Food Journal · 2021 · 38 citations

Nutrition, Consumer Study, Consumer Research +21

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