When advertising goes tribal green : a study on socialisation's role in green consumer behaviour.
This study investigates the effects of the combination of hedonic shopping motivations and green advertising appeal on consumer’s information processing and purchase intention. The hedonic shopping motivations we examined are ‘Adventure’, ‘Gratification’, and ‘Idea’ whereas the green advertising app...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
| Published: |
2013
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/51547 |