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...

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Bibliographic Details
Main Authors: Hor, Cha Lin., Chen, Lishi., Lin, Juanita Jiaxuan.
Other Authors: Nanyang Business School
Format: Final Year Project
Language:English
Published: 2013
Subjects:
Online Access:http://hdl.handle.net/10356/51547
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Institution: Nanyang Technological University
Language: English

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