Johansson, Lars-Olof; Barbopoulos, Isak; Olsson, Lars E. - In: Journal of Consumer Marketing 37 (2020) 3, pp. 247-258
Purpose: This paper aims to examine how social and moral salience influences the activation/deactivation of consumer motives and how this in turn affects costly pro-environmental consumer behavior. Design/methodology/approach: In two experiments involving real purchases, it was tested whether...