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- W2942726711 abstract "Research into green advertising has mainly investigated how green appeals can enhance product attitudes, sales, and brand image. But what happens after people have purchased a ‘green’ product advertised in a green ad? In two experiments, we show that purchasing a green product may have paradoxical post-purchase effects, such that it may lower intentions to engage in subsequent environmentally friendly behaviour (a so-called licensing effect). Importantly, our results show that these post-purchase effects are moderated by environmental identity: only people with a weak environmental identity show these paradoxical post-purchase licensing effects, people with a strong environmental identity are more likely to continue behaving in an environmentally friendly way." @default.
- W2942726711 created "2019-05-09" @default.
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- W2942726711 date "2019-05-03" @default.
- W2942726711 modified "2023-10-15" @default.
- W2942726711 title "Paradoxical side effects of green advertising: how purchasing green products may instigate licensing effects for consumers with a weak environmental identity" @default.
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- W2942726711 doi "https://doi.org/10.1080/02650487.2019.1607450" @default.
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