Title :
Repetitive message effect in green marketing communication
Author :
Ma, Tsung-Kuang E. ; Yang, Dong Jenn ; Truong, Hong Ngoc
Author_Institution :
Dept. of Bus. Adm., I-SHOU Univ., Kaohsiung, Taiwan
Abstract :
This study paid attention to the effects of repetition message on Planned Behavior Theory. An experiment was conducted in which communication effect were examined for a message repetition at three levels of message exposure. The obtained data demonstrated the results of this conceptual perspective in examining repetitive communicating of message effectiveness in recycling issue of green marketing.
Keywords :
behavioural sciences; marketing; recycling; communication effect; green marketing communication; message effectiveness; message exposure; planned behavior theory; recycling issue; repetition message; repetitive message effect; Advertising; Attitude control; Educational institutions; Green products; Position measurement; Psychology; Recycling; Green marketing; planned behaviour theory; recycling; repetitive message effect; social marketing communication;
Conference_Titel :
Electronics, Communications and Control (ICECC), 2011 International Conference on
Conference_Location :
Zhejiang
Print_ISBN :
978-1-4577-0320-1
DOI :
10.1109/ICECC.2011.6068000
