Global Advertising Messages for Cosmopolitan Consumers to Promote Green Buying Behavior: A Cross-country Investigation
This study empirically tests a conceptual model of the impact of cosmopolitan orientation on green buying behavior in the U.S., Brazil, and Germany. The following were examined: relationships between a consumer’s global versus local identity, cosmopolitan orientation, and preference for a global fra...
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| Main Authors: | , |
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| Format: | text |
| Published: |
Archīum Ateneo
2024
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| Subjects: | |
| Online Access: | https://archium.ateneo.edu/jmgs/vol12/iss1/2 https://archium.ateneo.edu/context/jmgs/article/1223/viewcontent/JMGS_2012.1_20__20Gra_C3_A7a_20_26_20Khar_C3_A9_20__20Global_20Advertising_20Messages_20for_20Cosmopolitan_20Consumers_20__20L2_20SPACING.pdf |
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| Institution: | Ateneo De Manila University |