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Green Trust in Muslim-Majority Markets
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This book challenges the dominant motivational explanation of the intention-behaviour gap in sustainable consumption within Muslim-majority markets by proposing an epistemic constraint. It argues that consumers holding genuine Islamic environmental values are unable to translate obligation into behaviour due to the absence of credible verification of green product claims. Introducing green trust as the key evaluative mechanism, the book develops a credibility-first framework linking Islamic ethical principles to market behaviour. Drawing on four empirical studies across Pakistan, Indonesia, Malaysia, and Iran, it demonstrates how trust formation precedes motivation and how institutional and economic contexts shape this process. The findings advance interdisciplinary debates on sustainable consumption, Islamic ethics, and digital markets, offering implications for certification systems, regulatory design, and strategic communication in emerging economies.
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