Why a single pro-environmental appeal works to promote behavioral change : on social media, one tip versus many is more effective for nongreen consumers
Matthew Pittman, Tyler Milfeld, Kibum Youn
| Year of publication: |
2024
|
|---|---|
| Authors: | Pittman, Matthew ; Milfeld, Tyler ; Youn, Kibum |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 64.2024, 2, p. 213-228
|
| Subject: | brand authenticity | environmental concern | field experiment | Green advertising | message appeals | message framing | sustainability | Werbewirkung | Advertising effects | Umweltbewusstsein | Environmental consciousness | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Social Web | Social web | Öko-Marketing | Green marketing | Experiment | Social Marketing | Social marketing | Feldforschung | Field research | Markenführung | Brand management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.2501/JAR-2024-001 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014576996