KOREASCHOLAR

ON ENCOURAGING GREEN LIVING – WHEN DOES A POSITIVE ROLE MODEL BACKFIRE?

Maggie Y. Chu, Lisa C. Wan
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/400734
Download
Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
p.172
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
role modelssocial comparisonenvironmentally-responsible behaviorssocial advertisements
Author
  • Maggie Y. Chu(The Open University of Hong Kong, Hong Kong)
  • Lisa C. Wan(The Chinese University of Hong Kong, Hong Kong)