EXPLORING HOW CUSTOMER ATTITUDE MEDIATES THE LINK BETWEEN THE GREEN MARKETING MIX AND PURCHASE INTENTION: EVIDENCE FROM COSMETIC PRODUCTS IN UTTARAKHAND (INDIA)
This study examined the green marketing mix, customer attitude, and purchase intention toward cosmetic products in Uttarakhand. A cross-sectional, quantitative research design was employed. Using the infinite population method, a sample size of 414 cosmetic...