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



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