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Consumer Reactions to Corporate Green Actions by kitkatkb06 is a document available to read on EtoBox.

What is Consumer Reactions to Corporate Green Actions about?

This study examines how moral emotions and individual differences influence consumer reactions to corporate green and non-green actions. Through two experiments, it finds that negative moral emotions (contempt, anger, disgust) mediate consumer responses to corporate irresponsibility, while empathy enhances positive emotions (gratitude) in response to corporate responsibility. The research highlights the importance of understanding moral emotional processes in marketing communications and consumer behavior r

Author

kitkatkb06

Language

EN