10K the Role of Firm’S Commitment to the Environment in Green Advertising For the Sustainable Markets

Two studies found positive effect of the firm’s own commitment to the environment on the ad attitudes and purchase intention for the featured green product and green trust as a mediator. Further, firm’s eco-friendly effort generated more favorable outcomes for luxury products compared to those for mass products



Citation:

Hyo Jin Eom, Nara Youn, and DongJae (Jay) Lim (2019) ,"10K the Role of Firm’S Commitment to the Environment in Green Advertising For the Sustainable Markets", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 968-968.

Authors

Hyo Jin Eom, Korea University, South Korea
Nara Youn, Hongik University, South Korea
DongJae (Jay) Lim, University of Georgia, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

J14. You Reflect Me: Narcissistic Consumers Prefer Anthropomorphized Arrogant Brands

Norah Awad, Hongik University
Nara Youn, Hongik University

Read More

Featured

The Victory Effect: Is First-Place Seeking Stronger than Last-Place Aversion?

David Hardisty, University of British Columbia, Canada
Steven Shechter, University of British Columbia, Canada

Read More

Featured

M7. The Mixed Effects of Nostalgia on Consumer Switching Behavior

Zhongqiang (Tak) Huang, University of Hong Kong
Xun (Irene) Huang, Nanyang Technological University, Singapore
Yuwei Jiang, Hong Kong Polytechic University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.