When advertising goes tribal green : a study on socialisation's role in green consumer behaviour.

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

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...