"Fly responsibly" : a case study on consumer perceptions of a green demarketing campaign
Year of publication: |
2022
|
---|---|
Authors: | Hesse, Andreas ; Rünz, Sofie |
Published in: |
Journal of marketing communications. - London : Routledge, ISSN 1466-4445, ZDB-ID 2020291-X. - Vol. 28.2022, 3, p. 232-252
|
Subject: | case study | Demarketing | green demarketing | green marketing | Öko-Marketing | Green marketing | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management | Öko-Produkt | Sustainable product |
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