Message involvement and attitude towards green advertisements

What is it about?

People who claim to have high levels of environmental concern do not exhibit environment friendly behaviour always. Since, attitudes are known to influence behaviour - we examined if involvement with a green advertisement message influenced attitudes

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Why is it important?

In an emerging economy like India, there are no sizable niche audience that looks for green products or services. In that case, how do we motivate lay audience to get involved in the well-being of the environment ? Our research tries to answer this question

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