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Keywords: Protection motivation theory
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2016) 34 (6): 863–882.
Published: 05 September 2016
... 11 03 2016 21 03 2016 21 03 2016 © Emerald Group Publishing Limited 2016 Emerald Group Publishing Limited Licensed re-use rights only Fear Involvement Protection motivation theory Green advertising Response efficacy Most green marketing studies encourage the eco...
