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‘Mind will not mind’ – Decoding consumers' green intention-green purchase behavior gap via moderated mediation effects of implementation intentions and self-efficacy

Consumer Decision MakingGreen MarketingBehavioral SciencesBehavioral Decision MakingImplementation IntentionsMotivationConsumer ResearchManagementConsumer BehaviorSocial SciencesGreen Decision-makingMarketingConsumer AttitudePsychology‘ MindMediation Effects