| dc.contributor | 廣告系 | |
| dc.creator (作者) | 林穎青 | zh_TW |
| dc.creator (作者) | Lin, Ying-Ching;Chang, Chiu-Chi | |
| dc.date (日期) | 2012 | |
| dc.date.accessioned | 11-Jun-2015 15:50:09 (UTC+8) | - |
| dc.date.available | 11-Jun-2015 15:50:09 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-Jun-2015 15:50:09 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/75734 | - |
| dc.description.abstract (摘要) | 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. | |
| dc.format.extent | 189979 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.relation (關聯) | Journal of Marketing, 76(5), pp.125-134 | |
| dc.subject (關鍵詞) | green product;effectiveness;product usage;environmental consciousness | |
| dc.title (題名) | Double Standard: The Role of Environmental Consciousness in Green Product Usage | |
| dc.type (資料類型) | article | en |
