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Keywords: Loss aversion
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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
... by highlighting the negative impacts of declining to comply or positive by accentuating the gains of adopting recommendations (Baek and Yoon, 2017 ; Teng et al., 2019). Here, we investigate the effect of message framing on the potency of green advertising with specific attention to loss aversion...
Includes: Supplementary data
