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Keywords: Sustainability campaign message persuasiveness
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2024) 58 (12): 2705–2731.
Published: 06 November 2024
... by which a consumer’s ultimate motives (thoughts, emotions, and perceptions that come from the evolutionary motives) impact sustainability campaign message persuasiveness (SCMP). Design/methodology/approach The framework was tested using partial least squares analysis with data from an online survey...
