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dc.contributor.authorBing, Zhu
dc.identifier.citationProceedings of the World Business and Economics Research Conference 2012, Auckland, New Zealand, December 10-11, 2012, 1-9en_US
dc.description.abstractChinese advertising industry has dramatically developed as consumers’ concerns over the impact of environmental degradation on their lives and interests increase, which results in a significant sale of green products. This study aims to explore how green advertising affect consumers purchase intention of green products. The data were collected from 313 consumers in Shanghai, China. The research findings reveal that credibility of claim (β=0.847, p<0.001) and consumer attitude toward green advertising (β=0.65 p<0.05) significantly influence consumer purchase intention of green products.en_US
dc.format.extent9 pagesen_US
dc.subjectAttitude towards green advertisingen_US
dc.subjectCredibility of claimen_US
dc.subjectPurchase intentionen_US
dc.titleThe Impact of Green Advertising on Consumer Purchase Intention of Green Productsen_US
dc.rights.holderBing, Zhuen_US
mods.genreProceeding Paperen_US[Full Text] (

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