The Interplay of Product Image and Regulatory Focus on Green Consumption

This research proposed product image and regulatory focus as key factors that impact consumers’ evaluations of green product. The findings reveal that consumers showed more positive responses when gentle products were paired with promotion messages than with prevention messages, while did not show any significant differences in strong products.


Jung Ju Rue, Yuhosua Ryoo, Na Kyong Hyun, Pei Yu Tsai, Yongjun Sung , and Sunyoung Kim (2015) ,"The Interplay of Product Image and Regulatory Focus on Green Consumption", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 331-331.


Jung Ju Rue, Korea University, South Korea
Yuhosua Ryoo, Korea University, South Korea
Na Kyong Hyun, Korea University, South Korea
Pei Yu Tsai, Korea University, South Korea
Yongjun Sung , Korea University, South Korea
Sunyoung Kim, Korea University, South Korea


AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015

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