Role of green advertisement authenticity in determining customers' pro-environmental behavior

Kulwinder Kaur, Vikas Kumar*, Amanjot Singh Syan, Yadvinder Parmar

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

20 Citations (SciVal)
Original languageEnglish
Pages (from-to)135-154
Number of pages20
JournalBusiness and Society Review
Volume126
Issue number2
DOIs
Publication statusPublished (VoR) - 1 Jun 2021

Keywords

  • authenticity
  • confirmatory factor analysis
  • environmental threat appeals
  • green advertisement
  • pro-environmental behavior
  • structural equation modeling

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