{"id":"https://openalex.org/W2470959876","doi":null,"title":"Green Marketing: The Roles of Appeal Type and Price Level","display_name":"Green Marketing: The Roles of Appeal Type and Price Level","publication_year":2014,"publication_date":"2014-01-01","ids":{"openalex":"https://openalex.org/W2470959876","mag":"2470959876"},"language":"en","primary_location":{"id":"pmh:oai:RePEc:spt:admaec:v:4:y:2014:i:5:f:4_5_6","doi":null,"is_oa":false,"landing_page_url":"http://www.scienpress.com/Upload/AMAE%2fVol%204_5_6.pdf","pdf_url":"http://www.scienpress.com/Upload/AMAE%2fVol%204_5_6.pdf","source":{"id":"https://openalex.org/S4306401271","display_name":"RePEc: Research Papers in Economics","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I77793887","host_organization_name":"Federal Reserve Bank of St. Louis","host_organization_lineage":["https://openalex.org/I77793887"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"article"},"volume":null,"type":"article","indexed_in":[],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5060209163","display_name":"Chiou\u2010Fong Wei","orcid":"https://orcid.org/0000-0002-4005-202X","observed_orcids":["https://orcid.org/0000-0002-4005-202X"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Chiou\u2010Fong Wei","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]},{"author_position":"middle","author":{"id":"https://openalex.org/A5005723373","display_name":"Bruce C.Y. Lee","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Bruce C.Y. Lee","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]},{"author_position":"middle","author":{"id":"https://openalex.org/A5022407045","display_name":"Tun\u2010Chih Kou","orcid":"https://orcid.org/0000-0002-0206-6885","observed_orcids":["https://orcid.org/0000-0002-0206-6885"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Tun\u2010Chih Kou","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]},{"author_position":"last","author":{"id":"https://openalex.org/A5078736817","display_name":"Chun-Kuang Wu","orcid":"https://orcid.org/0009-0007-7166-3919","observed_orcids":["https://orcid.org/0009-0007-7166-3919"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Chun-Kuang Wu","raw_affiliation_strings":[],"raw_orcid":"https://orcid.org/0009-0007-7166-3919","affiliations":[]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":2.1326,"has_fulltext":false,"cited_by_count":20,"citation_normalized_percentile":{"value":0.92271825,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":89,"max":98},"biblio":{"volume":"4","issue":"5","first_page":"1","last_page":"6"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10880","display_name":"Environmental Sustainability in Business","score":0.9970999956130981,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10880","display_name":"Environmental Sustainability in Business","score":0.9970999956130981,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.0020000000949949026,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.00019999999494757503,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/green-marketing","display_name":"green marketing","score":0.9990000128746033},{"id":"https://openalex.org/keywords/green-advertising","display_name":"green advertising","score":0.8539999723434448},{"id":"https://openalex.org/keywords/price-level","display_name":"price level","score":0.949999988079071},{"id":"https://openalex.org/keywords/pricing-strategy","display_name":"pricing strategy","score":0.8870000243186951},{"id":"https://openalex.org/keywords/purchase-intention","display_name":"purchase intention","score":0.7549999952316284},{"id":"https://openalex.org/keywords/perceived-quality","display_name":"perceived quality","score":0.9710000157356262},{"id":"https://openalex.org/keywords/price-fairness","display_name":"price fairness","score":0.8220000267028809},{"id":"https://openalex.org/keywords/risk-perception","display_name":"risk perception","score":0.7379999756813049},{"id":"https://openalex.org/keywords/prospect-theory","display_name":"prospect theory","score":0.8100000023841858},{"id":"https://openalex.org/keywords/consumer-perception","display_name":"consumer perception","score":0.5509999990463257},{"id":"https://openalex.org/keywords/environmental-sustainability","display_name":"environmental sustainability","score":0.6710000038146973}],"concepts":[{"id":"https://openalex.org/C2778449503","wikidata":"https://www.wikidata.org/wiki/Q329777","display_name":"Appeal","level":2,"score":0.8555838465690613},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.6623815298080444},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5774746537208557},{"id":"https://openalex.org/C181622380","wikidata":"https://www.wikidata.org/wiki/Q26911","display_name":"Profit (economics)","level":2,"score":0.549586296081543},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.5057804584503174},{"id":"https://openalex.org/C26760741","wikidata":"https://www.wikidata.org/wiki/Q160402","display_name":"Perception","level":2,"score":0.5032622218132019},{"id":"https://openalex.org/C58546491","wikidata":"https://www.wikidata.org/wiki/Q1150207","display_name":"Competitive advantage","level":2,"score":0.4810636043548584},{"id":"https://openalex.org/C2779530757","wikidata":"https://www.wikidata.org/wiki/Q1207505","display_name":"Quality (philosophy)","level":2,"score":0.4755280315876007},{"id":"https://openalex.org/C2779343474","wikidata":"https://www.wikidata.org/wiki/Q3109175","display_name":"Context (archaeology)","level":2,"score":0.45739635825157166},{"id":"https://openalex.org/C59345209","wikidata":"https://www.wikidata.org/wiki/Q384793","display_name":"Green marketing","level":2,"score":0.43316712975502014},{"id":"https://openalex.org/C2780193402","wikidata":"https://www.wikidata.org/wiki/Q3394670","display_name":"Pricing strategies","level":2,"score":0.42035815119743347},{"id":"https://openalex.org/C162324750","wikidata":"https://www.wikidata.org/wiki/Q8134","display_name":"Economics","level":0,"score":0.3656161427497864},{"id":"https://openalex.org/C175444787","wikidata":"https://www.wikidata.org/wiki/Q39072","display_name":"Microeconomics","level":1,"score":0.24048152565956116},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.14883330464363098},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.07763904333114624},{"id":"https://openalex.org/C151730666","wikidata":"https://www.wikidata.org/wiki/Q7205","display_name":"Paleontology","level":1,"score":0.0},{"id":"https://openalex.org/C199539241","wikidata":"https://www.wikidata.org/wiki/Q7748","display_name":"Law","level":1,"score":0.0},{"id":"https://openalex.org/C169760540","wikidata":"https://www.wikidata.org/wiki/Q207011","display_name":"Neuroscience","level":1,"score":0.0},{"id":"https://openalex.org/C138885662","wikidata":"https://www.wikidata.org/wiki/Q5891","display_name":"Philosophy","level":0,"score":0.0},{"id":"https://openalex.org/C86803240","wikidata":"https://www.wikidata.org/wiki/Q420","display_name":"Biology","level":0,"score":0.0},{"id":"https://openalex.org/C111472728","wikidata":"https://www.wikidata.org/wiki/Q9471","display_name":"Epistemology","level":1,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"pmh:oai:RePEc:spt:admaec:v:4:y:2014:i:5:f:4_5_6","doi":null,"is_oa":false,"landing_page_url":"http://www.scienpress.com/Upload/AMAE%2fVol%204_5_6.pdf","pdf_url":"http://www.scienpress.com/Upload/AMAE%2fVol%204_5_6.pdf","source":{"id":"https://openalex.org/S4306401271","display_name":"RePEc: Research Papers in Economics","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I77793887","host_organization_name":"Federal Reserve Bank of St. Louis","host_organization_lineage":["https://openalex.org/I77793887"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"article"},{"id":"mag:2470959876","doi":null,"is_oa":false,"landing_page_url":"https://EconPapers.repec.org/RePEc:spt:admaec:v:4:y:2014:i:5:f:4_5_6","pdf_url":null,"source":{"id":"https://openalex.org/S2764882291","display_name":"Advances in management and applied economics","issn_l":"1792-7544","issn":["1792-7544","1792-7552"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["anvur-scientific","cwts-core"],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Advances in management and applied economics","raw_type":null}],"best_oa_location":null,"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":34,"referenced_works":["https://openalex.org/W39207596","https://openalex.org/W1491644571","https://openalex.org/W1587664098","https://openalex.org/W1635738245","https://openalex.org/W1661769698","https://openalex.org/W1975955872","https://openalex.org/W1978060013","https://openalex.org/W1997429116","https://openalex.org/W2000225228","https://openalex.org/W2007145859","https://openalex.org/W2018888731","https://openalex.org/W2020860725","https://openalex.org/W2021767655","https://openalex.org/W2029772887","https://openalex.org/W2032805593","https://openalex.org/W2041446724","https://openalex.org/W2046752514","https://openalex.org/W2057960460","https://openalex.org/W2062541363","https://openalex.org/W2063012561","https://openalex.org/W2068938082","https://openalex.org/W2073629501","https://openalex.org/W2079330824","https://openalex.org/W2102664866","https://openalex.org/W2120907018","https://openalex.org/W2133469585","https://openalex.org/W2146783429","https://openalex.org/W2187743595","https://openalex.org/W2196943571","https://openalex.org/W2243242435","https://openalex.org/W3122836841","https://openalex.org/W3125376893","https://openalex.org/W3126141034","https://openalex.org/W3201848105"],"related_works":["https://openalex.org/W4205617458","https://openalex.org/W1964818526","https://openalex.org/W4311636572","https://openalex.org/W4413883751","https://openalex.org/W2098134274","https://openalex.org/W2226982714","https://openalex.org/W4407994964","https://openalex.org/W4214540295","https://openalex.org/W2045296541","https://openalex.org/W4401067983"],"abstract_inverted_index":{"Environmental":[0],"sustainability":[1],"has":[2],"attracted":[3],"considerable":[4],"interest":[5],"in":[6,9,83,109,220],"recent":[7],"years":[8],"improving":[10,33],"competitive":[11],"advantage":[12],"for":[13,25,31],"both":[14,174],"profit":[15],"and":[16,22,40,53,56,71,77,91,143,162,178,229,236],"non-profit":[17],"organizations":[18],"worldwide.":[19],"Advertising":[20],"appeal":[21,69,150,177,228],"pricing":[23,154,169,230],"strategy":[24,231],"green":[26,81,136,175,187,199,217,240],"products":[27,82,200],"offer":[28],"the":[29,66,84,112,190,195,210],"potential":[30],"substantially":[32],"consumers\u2019":[34,75,234],"perception":[35],"of":[36,68,86,222],"quality,":[37,140],"price,":[38],"risk,":[39,161],"their":[41],"intention,":[42],"but":[43],"previous":[44],"studies":[45],"focusing":[46],"on":[47,74],"this":[48],"issue":[49],"was":[50],"relatively":[51],"scarce":[52],"reported":[54],"divergent":[55],"inconsistent":[57],"results.":[58],"This":[59,213],"study":[60,214],"adopted":[61],"prospect":[62],"theory":[63],"to":[64,128,224,232],"examine":[65],"role":[67],"type":[70,117],"price":[72,119,141,157],"level":[73],"perceptions":[76,235],"purchase":[78,144,164],"intentions":[79,145,165,238],"toward":[80,198],"context":[85],"advertising.":[87],"By":[88],"literature":[89],"review":[90],"pre-test,":[92],"a":[93,186],"conceptual":[94],"model":[95],"with":[96,111],"six":[97,107],"postulated":[98],"hypotheses":[99],"is":[100,126],"proposed.":[101],"Participants":[102],"were":[103],"randomly":[104],"assigned":[105],"into":[106,206],"groups":[108],"accordance":[110],"two":[113],"\u00d7":[114,118],"three":[115],"(appeal":[116],"level)":[120],"research":[121],"design.":[122],"A":[123],"structured":[124],"questionnaire":[125],"designed":[127],"collect":[129],"field":[130],"data.":[131],"The":[132],"results":[133],"show":[134],"that":[135],"advertising":[137,149,176,227],"enhances":[138,155],"perceived":[139,156],"fairness,":[142,158],"more":[146,166],"than":[147,167],"non-green":[148],"does.":[151],"Simultaneously,":[152],"low":[153,179],"reduces":[159],"financial":[160],"strengthens":[163],"high":[168],"strategies":[170],"do.":[171],"Consumers":[172],"consider":[173,194],"prices":[180],"as":[181],"risk-averse":[182],"conditions.":[183],"Before":[184],"introducing":[185],"marketing":[188,218],"strategy,":[189],"marketer":[191],"must":[192],"seriously":[193],"consumer":[196],"reactions":[197],"have":[201],"transformed":[202],"from":[203,209],"negative":[204],"evaluations":[205],"positive":[207],"ones":[208],"consumer\u2019s":[211],"perspective.":[212],"could":[215],"provide":[216],"implications":[219],"terms":[221],"how":[223],"effectively":[225],"use":[226],"increase":[233],"buying":[237],"towards":[239],"products.":[241]},"counts_by_year":[{"year":2025,"cited_by_count":1},{"year":2024,"cited_by_count":2},{"year":2023,"cited_by_count":1},{"year":2022,"cited_by_count":3},{"year":2021,"cited_by_count":4},{"year":2020,"cited_by_count":6},{"year":2019,"cited_by_count":1},{"year":2017,"cited_by_count":1},{"year":2015,"cited_by_count":1}],"updated_date":"2026-10-12T09:40:04.860316","created_date":"2016-07-22T00:00:00"}