The impacts of advertising message elements and price discount for pro-environmental behavior on green brand equity and purchase intention──the moderating effect of green trust
碩士 === 國立交通大學 === 經營管理研究所 === 99 === The environmental issues have caught increasing attention in recent years. Therefore, corporations invested in green advertising to attract the consumers with higher interested in environmental health, eco-efficient lifestyles and green products. Previous re...
| Main Authors: | , |
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| Format: | Others |
| Language: | en_US |
| Published: |
2011
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| Online Access: | http://ndltd.ncl.edu.tw/handle/23030672271395849915 |