Matches in SemOpenAlex for { <https://semopenalex.org/work/W2912954829> ?p ?o ?g. }
- W2912954829 endingPage "86" @default.
- W2912954829 startingPage "73" @default.
- W2912954829 abstract "Abstract As popularity of eco-friendly products has increased over the past decade, brands utilize green advertising and position their products as green to appeal to the taste of environmentally conscious customers. Even though many customers are concerned about the state of environment, they are discouraged from purchasing eco-friendly products and engaging in other sustainable behaviors due to economic and social barriers. This research poses a question how marketing communication can capitalize on environmental concern to promote desired green behaviors by priming customers to think about their proenvironmental values and motivations to act green. To answer this question, we analyze over 1500 customer responses to marketing communications on social media. In this content analysis study we utilize logistic regression to discover which primers are the most effective at activating green behaviors. This research provides managerial implications helping marketing communicators employ effective primers that will generate desired customer behaviors." @default.
- W2912954829 created "2019-02-21" @default.
- W2912954829 creator A5006372741 @default.
- W2912954829 date "2018-12-01" @default.
- W2912954829 modified "2023-09-24" @default.
- W2912954829 title "Can Marketing Communication Prime You to Act ‘Green’?" @default.
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