The Challenges of Green Marketing Communication: Effective Communication to Environmentally Conscious but Skeptical Consumers
Effectively communicating properties of environmental products to consumers can be challenging. This especially pertains to highly environmentally conscious (HEC)—yet skeptical—consumers, since this target group must balance the need for reliable product knowledge with high sensitivity to often ambi...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2020-07-01
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| Series: | Designs |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2411-9660/4/3/25 |