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Keywords: Green consumption values
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Journal Articles
GREEN consumption values and Indian consumers’ response to marketing communications
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Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2016) 33 (7): 562–573.
Published: 14 November 2016
...Ainsworth Anthony Bailey; Aditya Mishra; Mojisola F. Tiamiyu Purpose This paper aims to report on a study that assessed Indian consumers’ response to green marketing communications, based on their GREEN consumption values. GREEN (Haws et al., 2014) refers to consumers’ tendency to express...
