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Keywords: Green advertising
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Journal Articles
How green advertising drives pro-environmental willingness to pay? Evidence from a within-participant between-group experiment
Available to Purchase
Management of Environmental Quality: An International Journal (2024) 35 (6): 1295–1314.
Published: 22 March 2024
...Jianfeng Guo; Xiaohan Yang; Sihang Yao; Fu Gu; Xuemei Zhang Purpose The purpose of this paper is to examine the influences of positive-framed and negative-framed green advertising on pro-environmental WTP. This study also explores the impacts of regulatory focus, environmental concern and pleasant...
Includes: Supplementary data
