Altercast framing with assertive sustainability messages: how dominant brands can motivate non-green consumers
Author:
Affiliation:
1. Villanova School of Business, Villanova University, Villanova, PA, USA
2. Tombras School of Advertising and Public Relations, College of Communications & Information, University of Tennessee, Knoxville, TN, USA
Publisher
Informa UK Limited
Subject
Marketing,Communication
Link
https://www.tandfonline.com/doi/pdf/10.1080/02650487.2023.2219150
Reference77 articles.
1. Arthur R. 2019. Don’t buy Coca-Cola if you’re not going to help us recycle. Coca-Cola launches recycling campaign. https://www.beveragedaily.com/Article/2019/06/10/Don-t-buy-Coca-Cola-if-you-re-not-going-to-help-us-recycle#.
2. Signaling the Green Sell: The Influence of Eco-Label Source, Argument Specificity, and Product Involvement on Consumer Trust
3. The theory of planned behavior
4. When environmental messages should be assertive: examining the moderating role of effort investment
5. Message assertiveness and price discount in prosocial advertising: differences between Americans and Koreans
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