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Keywords: Goal-framing theory
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Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2026) 27 (9): 71–89.
Published: 25 June 2026
... with the SVI’s. Design/methodology/approach Combining source credibility and goal-framing theory, the study conducted an online scenario-based survey, collecting 366 responses via the Prolific platform after exposing participants to a stimulus of fictional SVI . The study conducted structural equation...
Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2025) 26 (7): 55–73.
Published: 02 December 2024
...Jenny Nilsson Vestola; Maria Ek Styvén Purpose This study aims to gain insights into the drivers and inhibitors of proenvironmental behaviors (PEB) among Gen Z tourists through the lens of the goal-framing theory (GFT) and the motivation–opportunity–ability (MOA) framework. It also aims to propose...
