... advertising research by identifying effective combinations of influencer type and emotional appeal. It advances understanding of how emotional fit and psychological mechanisms drive green consumption and offers strategic insights for optimizing both human and virtual influencer campaigns in sustainability...

... skepticism adversely influences green consumption (e.g. Albayrak et al., 2013 ; Bhaduri and Copeland, 2020 ; Chen and Chang, 2013 ; Söderlund and Mattsson, 2020). In line with the above facts, research in green skepticism is emerging but remains incoherent and fragmented (Silva et al...

... of pride in comparative decisions. Danielle Mantovani can be contacted at: danielle@ufpr.br 23 03 2022 18 05 2022 25 05 2022 25 05 2022 © Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only Green consumption Premium brands...

...Elder Semprebon; Danielle Mantovani; Rafael Demczuk; Cecilia Souto Maior; Victoria Vilasanti Purpose Considerable research has been performed to understand green consumption behavior. Given the emergence of this discussion, the purpose of this paper is to apply network analytical techniques...