The influence of moral identity on green consumption
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DOI: 10.3389/fpsyg.2022.1020333
Abstract: Existing studies show that moral identity promotes green consumption, but its influence mechanism and boundary conditions remain unidentified. However, moral identity includes internalization and symbolization, which affect green consumption in different ways. Advertising goal framing… read more here.
Keywords: identity; moral identity; green consumption; advertising goal ... See more keywords