Keywords: Skepticism
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Journal Articles
Management Research Review (2012) 35 (3-4): 326–347.
Published: 23 March 2012
...David Raska; Doris Shaw Purpose The purpose of this paper is to examine the conditions under which US consumers, known for their “green” skepticism, are more (less) likely to respond favorably to a firm's environmental initiative in today's marketplace. Design/methodology/approach The research...

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