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Keywords: Spillover effect
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Journal Articles
The spillover effect of greenwashing behaviours: an experimental approach
Available to Purchase
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2020) 38 (3): 283–295.
Published: 16 December 2019
... in the industry. Practical implications This study provides useful insights for the managers that firms can learn the way to alleviate greenwashing spillover effect through the brand attitudes to enhance green purchasing behaviour. Originality/value The study is perhaps the first one to study...
