Optimizing sales mode selection and marketing effort for a B2C marketplace under green product investment uncertainty

Phan, Dinh Anh , Vo, Thi Le Hoa

DOI: 10.1108/jts-07-2024-0041

Abstract
PurposeThis study investigates the circumstances under which a business to customer (B2C) marketplace chooses to implement green marketing to promote green product investment (GPI). It further identifies the optimal sale... Read more