Construct · 1 fields · 1 citations

assertive environmental messages: a standalone construct

One name. One construct. A landmark on the map.

● anchor · a standalone construct Nearest construct by meaning·not indexed
assertiveenvironmental messages1 CONSTRUCTAssertive environmentalKRONROD · GREEN MARKETING

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Green marketing

forceful imperative wording in environmental appeals, which works when audiences already see the issue as important and backfires otherwise.

In green marketing, assertive environmental messages refers to forceful imperative wording in environmental appeals, which works when audiences already see the issue as important and backfires otherwise. This meaning comes from Kronrod (2012) in Journal of Marketing.[1]

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green marketing1 fields · 1 citationsanchor · a standalone construct

References

  1. Kronrod, A., Grinstein, A., & Wathieu, L. (2012). Go Green! Should Environmental Messages be So Assertive? Journal of Marketing, 76(1), 95-102. https://doi.org/10.1509/jm.10.0416

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