How green advertising drives pro-environmental willingness to pay? Evidence from a within-participant between-group experiment
Jianfeng Guo,
Xiaohan Yang,
Sihang Yao
et al.
Abstract:PurposeThe purpose of this paper is to examine the influences of positive-framed and negative-framed green advertising on pro-environmental WTP. This study also explores the impacts of regulatory focus, environmental concern and pleasant level on green advertising effectiveness.Design/methodology/approachData are collected from a within-participant between-group online experiment in China. The generalized estimating equation (GEE) is employed to investigate the impact of green advertising on WTP. Grouped regre… Show more
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