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Keywords: Pleasure
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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
... analyses are conducted to explore the influences of regulatory focus, environmental concern and pleasure on advertising efficacy. Findings The experimental outcomes indicate that green advertising significantly increases participants’ pro-environmental WTP, and negative-framed advertising is more...
Includes: Supplementary data
