Gopakumar, Sridevi, Madhava Priya Dananjayan, and Noor Azlinna Azizan. 2026. “The Purchase Paralysis Paradox : When Greenwashing Backfires in Gamified Choice”. Indian Journal of Marketing 56 (6):24-42. https://doi.org/10.17010/ijom/2026/v56/i6/176017.