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Keywords: Message sidedness
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2026) 38 (7): 1982–1997.
Published: 26 August 2025
...Yongzhong Yang; Haoran Xu Purpose This study aims to investigate how message sidedness (one-sided vs. two-sided messages) and green benefit appeals (monetary vs. environmental) interact to influence consumers’ purchase intentions for energy-efficient products. It also explores the mediating role...
