This research investigates how green marketing mix, green brand knowledge, and attitude towards green products affect Generation Y consumers' purchase intention of green products in Bangkok, Thailand. The objectives of this research consisting of each variable are 1) to determine the influence...

Purpose – The purpose of this study is to explore the role of influencer and customer engagement on purchase intention of live-streaming shopping, taking the TikTok platform as an example. The factor that affects customer engagement is customer trust.Design/Methodology/Approach – This study...

Purpose – This study aims to investigate the impact of risk perception on online purchase intention in e-commerce platforms.Design/Methodology/Approach – This research uses secondary data analysis and an archival study approach to investigate the impact of risk perception on online purchase...