Browsing 5th-2021 by Subject "Abstract Appeal, Brand Attitude, Concrete Appeal, Construal Level Theory (CLT), Green Product Knowledge, Purchase Intention"

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Drivers of Green Purchasing Intention Triggered from the Advertising Appeals in Social Media Platforms: with Special Reference to Green FMCG Goods

Kulasekara, D. S. R. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

This research explores how abstract appeal (i.e., describing the features of green products more vaguely) and concrete appeal (i.e., describing the features of green products) can encourage consumers to engage in green ...

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