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Social media influencers and green buying behavior in emerging market FMCG sectors: Mediating role of brand equity and moderating effects of age and culture among university students Cover

Social media influencers and green buying behavior in emerging market FMCG sectors: Mediating role of brand equity and moderating effects of age and culture among university students

Management & Marketing
Volume 20 (2025): Issue 4 (December 2025)
By: George Yaw Bludo,  Miloslava Chovancová and  Kwabena Nsiah Takyi  
Open Access
|Dec 2025
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DOI: https://doi.org/10.2478/mmcks-2025-0023 | Journal eISSN: 2069-8887 | Journal ISSN: 1842-0206
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Language: English
Page range: 86 - 109
Submitted on: Aug 30, 2025
Accepted on: Nov 17, 2025
Published on: Dec 31, 2025
Published by: Society for Business Excellence
In partnership with: Paradigm Publishing Services
Publication frequency: 4 issues per year
Keywords:
Social media influencers,
Green buying behavior,
Purchase decisions,
Brand equity,
Age,
Culture,
University students,
FMCG,
Emerging markets
Related subjects:
Business and economics,
Business management,
Marketing, sales, customer relations,
Management, organization, corporate governance,
Business development, change management, cooperation,
Entrepreneurship

© 2025 George Yaw Bludo, Miloslava Chovancová, Kwabena Nsiah Takyi, published by Society for Business Excellence
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Volume 20 (2025): Issue 4 (December 2025)
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