Unlocking the secrets of green semiotics: The revolutionary power of eco-symbols in transforming consumer perceptions and catalyzing behavioral shifts in emerging markets

• Wongsatorn Worakittikul,

  Roles Conceptualization, Formal analysis, Investigation, Methodology, Writing – original draft

  Affiliation Department of International Technology and Innovation Management, International College Khon Kaen University, Khon Kaen, Thailand

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• Chatrawee Saenwerm,

  Roles Data curation, Visualization

  Affiliation Business Administration Division, International College Khon Kaen University, Khon Kaen, Thailand

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• Phaninee Naruetharadhol

  Roles Funding acquisition, Supervision, Writing – original draft, Writing – review & editing

  * E-mail: phaninee@kku.ac.th

  Affiliations Department of International Technology and Innovation Management, International College Khon Kaen University, Khon Kaen, Thailand, Center for Sustainable Innovation and Society, International College Khon Kaen University, Khon Kaen, Thailand

  https://orcid.org/0000-0001-7158-0581

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