Green advertising appeal and consumer purchase intention
This study investigates the influences of various types of green message (self-benefit and other-benefit appeals) on consumers’ green purchase intentions among Malaysians and Iranians. In particular, this study examines whether the type of appeal affects consumers’ purchase intentions differently, a...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2016
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| Online Access: | http://journalarticle.ukm.my/10818/ http://journalarticle.ukm.my/10818/ http://journalarticle.ukm.my/10818/1/11598-48423-1-PB.pdf |
