Consumer Responses to Green Messages: the Mediating Role of Perceived Personal Contribution

Ming-Yi Chen, National Chung Hsing University, Taiwan
This research explores how congruous attributes claim in green product communication elicit perceived personal contribution and brand attitudes by considering two boundary conditions (i.e., appeal type and message frame). Research on this topic has the potential to provide a more comprehensive and meaningful account of green advertising than currently exists.
[ to cite ]:
Ming-Yi Chen (2016) ,"Consumer Responses to Green Messages: the Mediating Role of Perceived Personal Contribution", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 723-723.