How Attributes of Green Advertising Affect Purchase Intention: The Moderating Role of Consumer Innovativeness

Although the importance of green advertising has increased, there is still little research in terms of attributes of green advertising. The purpose of our study was to investigate the relationship between attributes of green advertising and purchase intention when moderated by consumer innovativenes...

Full description

Bibliographic Details
Main Authors: Woohyuk Kim, Seunghee Cha
Format: Article
Published: MDPI AG 2021-08-01
Online Access: