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Keywords: Confusión verde
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2023) 27 (3): 286–305.
Published: 19 July 2022
... productos, el “greenwashing” y la confusión verde sobre el valor de la marca verde. Además, se investigó el papel moderador de la credibilidad de la marca para mitigar los efectos negativos del marketing ecológico. Diseño Se llevó a cabo un experimento intra-sujeto para evaluar el embalaje excesivo de los...
