Doing Good Better: Impure Altruism in Green Apparel Advertising
In this study, we identify impure altruism as a duality of altruistic and egoistic warmth. We examine how these feelings motivate consumers to buy green apparel in response to advertisements. We test the effectiveness of the message orientation and its interactivity with a beneficiary and propose mo...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2019-10-01
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| Series: | Sustainability |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2071-1050/11/20/5762 |