GREEN MARKETING ORIENTATION AND CONSUMER’S WILLINGNESS TO PAY: EXAMINING THE MEDIATING EFFECT OF BRAND COOLNESS AND MODERATING ROLE OF CUSTOMER ENGAGEMENT. International Journal of Social Sciences Bulletin, [S. l.], v. 4, n. 3, p. 60–74, 2026. Disponível em: https://ijssbulletin.com/index.php/IJSSB/article/view/1981.. Acesso em: 11 nov. 2026.