Summary Understanding the antecedents of green consumer behavior (GCB) is crucial for creating effective green marketing communications. The traditional attitude-behavior relationship model excludes affective factors (i.e. emotion), partially leading to inconsistent research findings. To better understand the antecedents of green consumer behavior, this study considers both affective and cognitive (i.e. knowledge) factors. Method A survey … Continue reading Does Integrating Environmental Values and Emotion in Green Marketing Communications Induce Sustainable Consumer Behavior?