A Cross-Cultural Study on the Role of Message Framing in the Promotion of Fair-Trade Buying Behavior
This cross-cultural study investigates the differential effects of message framing techniques in promoting fair-trade consumption between Eastern and Western cultures. A total of 414 Vietnamese participants from Vietnam and 342 American participants recruited through Amazon Mechanical Turk were rand...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
SAGE Publishing
2023-12-01
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| Series: | SAGE Open |
| Online Access: | https://doi.org/10.1177/21582440231213686 |