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    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/75734
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/75734

    Title: Double Standard: The Role of Environmental Consciousness in Green Product Usage
    Authors: 林穎青
    Lin, Ying-Ching;Chang, Chiu-Chi
    Contributors: 廣告系
    Keywords: green product;effectiveness;product usage;environmental consciousness
    Date: 2012
    Issue Date: 2015-06-11 15:50:09 (UTC+8)
    Abstract: The results from three studies suggest that consumers' perceptions of product effectiveness are critical in determining the amount of a product they choose to use in a given instance. In general, consumers consider green, or environmentally friendly, products to be less effective than regular products; therefore, consumers increase the amount of the green product they use to make up for the perceived inferiority. Notably, this pattern of green versus regular product usage is more pronounced among consumers who are environmentally conscious. When the perceived effectiveness of a green product is boosted by a credible endorsement, the discrepancy between green and regular product usage disappears.
    Relation: Journal of Marketing, 76(5), pp.125-134
    Data Type: article
    Appears in Collections:[廣告學系] 期刊論文

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