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So, picture this: I'm nose-deep in stacks of existing research, trying to navigate the maze of literature out there. Suddenly, like a lightbulb flickering to life, it hits me—the glaring hole in understanding the way people in budding economies make sustainable choices. It's like finding that one missing puzzle piece that changes the whole picture. That's when the wheels started turning, and our hypothesis emerged – we proposed that economic factors play a significant role in how environmentally conscious campaigns influence actual buying behaviors in urban settings of these emerging economies.