“GREEN MARKETING ORIENTATION AND CONSUMER’S WILLINGNESS TO PAY: EXAMINING THE MEDIATING EFFECT OF BRAND COOLNESS AND MODERATING ROLE OF CUSTOMER ENGAGEMENT” (2026) International Journal of Social Sciences Bulletin, 4(3), pp. 60–74. Available at: https://ijssbulletin.com/index.php/IJSSB/article/view/1981 (Accessed: 11 November 2026).