Effect of goal-framing on attitude towards environmental advertisements.

• Main Authors: Tan, Ying Ru., Ng, Huai Ying., Ng, Jia Yan.
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Language: English
• Published: 2011
• Subjects: DRNTU::Business::Marketing::Environmental::Green marketing
• Online Access: http://hdl.handle.net/10356/43954
• Institution: Nanyang Technological University

The objective of this study was to explore how environmental claim type and message goal-framing may affect consumer attitude towards environmental advertisements. Following a literature review of existing research on environmental claim type and goal framing, six hypotheses were proposed. A 2x2 fac...