Dual Pathways of Value Endorsement in Green Marketing
This study proposed a dual-pathway model consisting of a supply-driven pathway and a demand-driven pathway to explain the green value endorsement process. The supply-driven pathway embodies a business’ espoused value of global environmental value through value integration, which leads to t...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2019-04-01
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| Series: | Sustainability |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2071-1050/11/8/2419 |