International Research Journal of Commerce , Arts and Science
( Online- ISSN 2319 - 9202 ) New DOI : 10.32804/CASIRJ
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FAMILIARITY, TRUST, AND BARRIERS IN ECO-FRIENDLY BRAND ENGAGEMENT: EVIDENCE FROM INDIAN CONSUMERS
1 Author(s): YAMINI K. MENON
Vol - 12, Issue- 6 , Page(s) : 163 - 174 (2021 ) DOI : https://doi.org/10.32804/CASIRJ
This research investigates customer views of environmentally sustainable companies in India, emphasizing familiarity, trust, motives, obstacles, and demographic factors. Data from a survey of 104 respondents were examined utilizing descriptive statistics, reliability testing