F. Firmansyah, P. Endah Purnamasari, L. Farida, and M. I. . Prajawati, “The Role of Green Marketing Effect, Price On Millenial Consumers Green Purchase Behaviour Mediated by Green Brand Equity”, IJBE, vol. 12, no. 1, p. 162, Jan. 2026, doi: 10.17358/ijbe.12.1.162.