Does Congruency Matter for Online Green Demarketing Campaigns?: Examining the Effects of Retargeting Display Ads Embedded in Different Browsing Contexts
(Hye Jin Yoon, Yoon-Joo Lee, Shuoya Sun, et al.)
Journal of Research in Interactive Marketing
(2023)
Purpose – Green demarketing, which promotes anti-consumption as a more extreme sustainability tactic, could help consumers and societies move toward healthier consumption patterns while building strong, long-lasting relationships with consumers. As even the most committed ...