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Green Consumer Behavior of Sports Enthusiasts on TikTok-An Analysis of the Moderating Effect of Green Concern

Yuan-Fu Lee1, Chen-Yueh Chen1, Ya-Lun Chou1

  • 1Doctoral Program for Transnational Sport Management and Innovation, College of Management, National Taiwan Sport University (NTSU), Taoyuan 333325, Taiwan.

Behavioral Sciences (Basel, Switzerland)
|April 26, 2024
PubMed

Keywords:
TikTokcustomer stickinessgreen brand imagegreen concerngreen word of mouthpurchase intention

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