What sells better in green communications : fear or hope? : it depends on whether the issue is global or local

Yu-Kang Lee, Chun-Tuan Chang, Pei-Chi Chen

Year of publication:	December 2017
Authors:	Lee, Yu-Kang ; Chang, Chun-Tuan ; Chen, Pei-Chi
Published in:	Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 57.2017, 4, p. 379-396
Subject:	environmental issue \| message effectiveness \| Marketing \| Umweltbewusstsein \| Environmental consciousness

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