HIGHLIGHTS
- who: TYPE et al. from the Universidade NOVA de Lisboa, Portugal Saudi Arabia have published the research work: The influence of moral identity on green consumption, in the Journal: (JOURNAL)
- what: The current experiments showed that the internalization and symbolization, two dimensions of moral identity, could promote consumers` green purchasing intentions. Unlike Yang et_al , the authors focused on advertising goal framing. Third, existing research has identified a positive effect of moralization on green consumption (Feinberg et_al, 2019), but this study explores green curtailment behavior, rather than purchase behavior, and does not consider the combined effect . . .
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