Communicating green marketing appeals effectively : the role of consumers' motivational orientation to promotion versus prevention
Year of publication: |
2014
|
---|---|
Authors: | Ku, Hsuan-hsuan ; Kuo, Chien-chih ; Wu, Ching-luen ; Wu, Ching-ying |
Published in: |
Green advertising and the reluctant consumer. - London [u.a.] : Routledge, ISBN 1-138-01654-3. - 2014, p. 34-43
|
Subject: | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management | Werbewirkung | Advertising effects | USA | United States | Öko-Marketing | Green marketing |
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