KOREASCHOLAR

EFFECTS OF PERSONAL VALUES ON GREEN PURCHASE INTENTION: THE MODERATING ROLE OF GREEN ADVERTISING SKEPTICISM

Kyeongwon Kwon, Jaejin Lee, Cen Wang
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/442745
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Global Marketing Conference
2025 Global Marketing Conference at Hong Kong (2025.07)
p.692
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
Green AdvertisingPersonal ValuesGreen Advertising SkepticismTheory of Planned Behavior
Author
  • Cen Wang(Shandong University, China)
  • Jaejin Lee(Florida State University, United States)
  • Kyeongwon Kwon(Auburn University at Montgomery, United States)