Does congruency matter for online green demarketing campaigns? Examining the effects of retargeting display ads embedded in different browsing contexts

• Published in: Journal of research in interactive marketing Vol. 17; no. 6; pp. 882 - 900
• Main Authors: Yoon, Hye Jin, Lee, Yoon-Joo, Sun, Shuoya, Joo, Jinho
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 11.11.2023; Emerald Group Publishing Limited
• Subjects: Attitudes; Browsing; Consumers; Consumption; Context; Electronic commerce; Factorial design; Green marketing; Information processing; News; Perceptions; Shopping; Websites; Online brand activism; Green demarketing campaigns; Display ads; Browsing context effects; Retargeting ads

PurposeGreen 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 brands find the need to oscill...