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Explaining consumer purchase behavior for organic milk: Including trust and green self-identity within the theory of planned behavior

Consumer Purchase BehaviorBehavioral SciencesFood MarketingConsumer Decision MakingBehavioral Decision MakingGreen MarketingExtended TheoryManagementConsumer ResearchTrustSocial InfluenceConsumer BehaviorMarketingConsumer AttitudeSocial SciencesOrganic MilkGreen Self-identity