Bullard, Olya; Manchanda, Rajesh - In: Marketing Letters 24 (2013) 2, pp. 177-189
“green” products and services and the sustainability practices of organisations. Building on Regulatory Focus theory (Higgins …) perceived sustainability practices of a company activate a prevention focus in consumers, (2) consumers make prevention … they are marketed with prevention-framed (vs. promotion-framed) appeals. This suggests that companies with sustainability …