| Status | 已發表Published |
| Factors influencing consumer responses to green advertising: Product typology, environmental concern, and culture | |
Pornpitakpan, C.  ; Yuan, Y.
| |
| 2018-05-29 | |
| Source Publication | The 47th EMAC (European Marketing Academy) Annual Conference: People Make Marketing  |
| Abstract | This research investigates factors influencing consumer responses to green advertising with two factorial-design (2 × 2 × 2 × 2) experiments involving four independent variables, namely, product type, culture, environmental concern, and ad appeal. Study 1 consists of 153 Americans and 159 Singaporeans, while Study 2 consists of 151 Netherlanders and 148 Singaporeans. The interaction effects between culture, ad appeal, and environmental concern on consumers’ responses are significant in product-typology consistency (Study 1) and inconsistency (Study 2) conditions. Theoretical and managerial implications are discussed. |
| Keyword | advertising cultural framework consumer behavior product typology environmental concern brand commitment |
| Language | 英語English |
| The Source to Article | PB_Publication |
| PUB ID | 41131 |
| Document Type | Conference paper |
| Collection | DEPARTMENT OF MANAGEMENT AND MARKETING |
| Corresponding Author | Pornpitakpan, C. |
| Recommended Citation GB/T 7714 | Pornpitakpan, C.,Yuan, Y.. Factors influencing consumer responses to green advertising: Product typology, environmental concern, and culture[C], 2018. |
| APA |
Pornpitakpan, C.., & Yuan, Y. (2018). Factors influencing consumer responses to green advertising: Product typology, environmental concern, and culture. The 47th EMAC (European Marketing Academy) Annual Conference: People Make Marketing |
| Files in This Item: | There are no files associated with this item. | |||||
Items in the repository are protected by copyright, with all rights reserved, unless otherwise indicated.
Edit Comment