There are inconsistent research findings in relation to the antecedents of green consumer
behaviour (GCB). This is well documented in the traditional attitude-behaviour relationship …

Green marketing functions encompass branding, packaging, and communication of the
benefits of green products to attract and retain green consumers. It is also aimed at …

Purpose Prosocial advertisers widely use assertive messages to encourage prosocial
attitudes and behaviors, but ironically, assertive messages may cause reactance. By …

As environmental concerns do not translate into action, this study uses an experimental
design to test the effectiveness of different priming strategies in terms of increasing green …

To be environmentally conscious, organizations are setting up strategies to integrate green
efforts into their standard work environment. This study contributes to the current body of …

Following the advertising value model by Ducoffe, this study develops a conceptual
framework, which provides several insights. First, three variables consist of informativeness …

Sustainable consumption is an issue that firms try to encourage through different tools. A
common approach to influencing environmental consumer behaviors and attitudes is …

Sustainable fashion is relatively a recent concept that has emerged as a solution to the
problems of excessive consumption and environmental pollution caused by fashion industry …

Companies these days, are recognizing the relevance of proenvironmental marketing
strategies in their business practices. But prevailing malpractices of greenwashing have …

Green marketing functions encompass communicating and branding green products to
attract and retain green consumers to achieve sustainability goals. With the growing …