Green Marketing: Are Influencers the Right Choice?
In this research we were interested to examine their effectiveness of influencers for green marketing. We find that for the green products, posts featuring product was perceived more believable and was more effective in persuading consumers than the posts featuring a popular influencer who endorses green products.
Satadruta Mookherjee and Shabnam Nazari (2021) ,"Green Marketing: Are Influencers the Right Choice?", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 901-901.
Satadruta Mookherjee, Grenoble Ecole de Management
Shabnam Nazari, Binghamton University
NA - Advances in Consumer Research Volume 49 | 2021
Does It Pay to Be Virtuous? Examining Whether and Why Firms Benefit From Their CSR Initiatives
Dionne A Nickerson, Georgia Tech, USA
Michael Lowe, Georgia Tech, USA
Adithya Pattabhiramaiah, Georgia Tech, USA
When Consumers Choose for Others, Their Preferences Diverge from Their Own Salient Goals
Olya Bullard, University of Winnipeg
Doing it the Hard Way: More Effortful Saving Leads to Less Investing
Joshua I Morris, Stanford University, USA
Szu-chi Huang, Stanford University, USA
Christopher Bechler, Stanford University, USA