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Keywords: Green consumer identity
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Journal Articles
Corporate Communications: An International Journal (2023) 28 (6): 873–892.
Published: 06 July 2023
... on outcomes; however, green consumer identity moderated the relationship between message type and green purchase intention as well as negative word-of-mouth. Originality/value This study responds to calls by scholars to empirically compare the effects of CSR and CSA messages. Additionally, we consider...
