International Research journal of Management Science and Technology
ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST
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GREEN BRAND LOYALTY: A FRAMEWORK FOR UNDERSTANDING ITS KEY PREDICTORS
1 Author(s): DR NUPUR KASHYAP
Vol - 15, Issue- 11 , Page(s) : 122 - 132 (2024 ) DOI : https://doi.org/10.32804/IRJMST
The increasing relevance of sustainability and green practices in today's world has led to the grounding of the concept of green brand loyalty. It is formed by integrating traditional loyalty principles with individual environmental concerns