"In Ecostore We Trust": uncovering the symbolic meanings of sustainable products & their use in building consumers' self-image
The purpose of this study was to explore the symbolic meanings consumers took from a brand of sustainable products. This interaction between consumer and product is modelled by McCracken's (1986) model of symbolic meaning transfer, which served as the study's lens of interpretation. The sy...
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| Format: | Others |
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Auckland University of Technology,
2011-03-30T00:52:38Z.
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| Online Access: | Get fulltext |