Haozhe Ma
Faculdade de Economia
Universidade de Coimbra
Universidade de Coimbra
Programa de Doutoramento
Gestão de Empresas
Tese de Doutoramento
Attitude vs Behaviour: Consumers and Companies’ Actions towards Green Marketing
Áreas de Conhecimento
Green Marketing strategy, Luxury Consumption Tendency, Innovation Capability
Áreas de Interesse
Marketing Agility, Proactive Environmental Strategy
Links
Publicações
Ma, M. H., & Coelho, A. (2024). Luxury Consumption Tendency: A Comparative Study Between Chinese and Portuguese Consumers. Journal of Global Marketing, 37(3), 175–193.