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Why do green consumers tend to trust green ads? Testing the mediating role of informational utility and emotional appeal.

Translated title of the contribution: Why do green consumers tend to trust green ads? : Testing the mediating role of informational utility and emotional appeal.

Publications: Contribution to conference › Paper › Peer Reviewed

Translated title of the contributionWhy do green consumers tend to trust green ads? : Testing the mediating role of informational utility and emotional appeal.
Original languageGerman
Publication statusUnpublished - Jun 2013
Event12. International Conference on Research in Advertising (ICORIA) - Zagreb, Croatia
Duration: 27 Jun 2013 → 29 Jun 2013

Conference

Conference12. International Conference on Research in Advertising (ICORIA)
Country/TerritoryCroatia
CityZagreb
Period27/06/13 → 29/06/13

Austrian Fields of Science 2012

  • 508007 Communication science
  • 2 Talk or oral contribution

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