Schaffner, Dorothea; Demarmels, Sascha; Juettner, Uta - In: Journal of Consumer Marketing 32 (2015) 4, pp. 266-277
Purpose – The purpose of this paper is to explore consumers’ responses to emotional and normative communication in comparison with traditional informational campaigns promoting pro-environmental behavior in the context of biodiversity. By adopting the approach of likeability of the...