search query: @author Putrevu, S. / total: 3
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| Author: | Lord, K.R. Putrevu, S. |
| Title: | Acceptance of recycling appeals: the moderating role of perceived consumer effectiveness |
| Journal: | Journal of Marketing Management
1998 : JUL, VOL. 14:6, p. 581-590 |
| Index terms: | consumer behaviour green consumers environmental protection |
| Freeterms: | green marketing |
| Language: | eng |
| Abstract: | This study tests how positively and negatively framed messages influence consumers' confidence in their ability to improve the environment or "perceived consumer effectiveness" (PCE). Recycling is very important to the health of the environment and for this reason, it would beneficial to know why consumers recycle and what marketing strategies can be used to encourage such behaviour. |
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