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• W3136252535 endingPage "1348" @default.
• W3136252535 startingPage "1340" @default.
• W3136252535 abstract "Individuals today are increasingly aware of the importance of sustainability, making sustainable products increasingly popular in the marketplace. Although variables related to the evaluation of sustainable products have been studied extensively, our understanding of how consumers perceive sustainable products in the context of marketing or advertising is limited. To fill this gap, the current article examines when and why marketing appeals influence consumers’ evaluation of sustainable products based on three analyses. Specifically, the present study investigates how the latter demonstrates the fact that consumers evaluate sustainable products more negatively when a product is in presented in a scarcity appeal (vs. popularity appeal) context and that consumers’ competitive orientation mediates the effect of such appeals on their evaluation of them. These findings expand the existing knowledge on sustainable products and provide marketing managers with some practical suggestions on how to apply scarcity or popularity appeals to them." @default.
• W3136252535 created "2021-03-29" @default.
• W3136252535 creator A5004491395 @default.
• W3136252535 creator A5043529578 @default.
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• W3136252535 date "2021-07-01" @default.
• W3136252535 modified "2023-10-16" @default.
• W3136252535 title "The influence of scarcity and popularity appeals on sustainable products" @default.
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• W3136252535 doi "https://doi.org/10.1016/j.spc.2021.03.014" @default.
• W3136252535 hasPublicationYear "2021" @default.
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