The Difference in Brand Attitude and Green Consumption Intention by SPA Brands' Green Marketing

Volume: 38, Issue: 3, Pages: 334 - 346
Published: Jun 30, 2014
Abstract
Green marketing is efforts to achieve the environmental responsibility in all marketing activities. This studyinvestigates the contribution of SPA fashion brands' green marketing activities to consumers' green behaviorand the brands' growth as well as the natural environment. Green marketing activities are classified by pro-duct relevance and consumer participation. An online survey is conducted using scenarios developed accor-ding to the two...
Paper Details
Title
The Difference in Brand Attitude and Green Consumption Intention by SPA Brands' Green Marketing
Published Date
Jun 30, 2014
Volume
38
Issue
3
Pages
334 - 346
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