HIGHLIGHTS
SUMMARY
One of the means is to encourage consumers to engage in green consumption and choose or buy green products instead of conventional products (White et_al, 2019; Tezer and Bodur, 2020). Based on Accessibility-Diagnosticity Theory (Feldman and Lynch, 1988; Lynch et_al, 1988), the authors hypothesize that compared with non-comparative advertising, comparative advertising will facilitate consumers` purchase intention of green products (or PIGP). Previous studies have shown that comparative advertising is better than non-comparative advertising in improving consumers` attention, interest, information recall and brand attitude (Beard, 2016; del Barrio-García et_al, 2020 . . .
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