Green advertising appeal and consumer purchase intention
This study investigates the influences of various types of green message (self-benefit and other-benefit appeals) on consumers' green purchase intentions among Malaysians and Iranians. In particular, this study examines whether the type of appeal affects consumers' purchase intentions diff...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia,
2016.
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| Online Access: | Get fulltext |