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International Journal of Advertising
The Review of Marketing Communications
Volume 38, 2019 - Issue 8
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Articles

Paradoxical side effects of green advertising: how purchasing green products may instigate licensing effects for consumers with a weak environmental identity

Marijn H. C. MeijersAmsterdam School of Communication Research (ASCoR), University of Amsterdam, Amsterdam, The Netherlands; Correspondence[email protected]
,
Marret K. NoordewierDepartment of Social and Organizational Psychology, Leiden University, Leiden, The Netherlands;
,
Peeter W. J. VerleghSchool of Business and Economics, Vrije Universiteit Amsterdam, Amsterdam, the Netherlands;
,
Winne WillemsDepartment of Communication and Information Sciences, Tilburg University, Tilburg, The Netherlands
&
Edith G. SmitAmsterdam School of Communication Research (ASCoR), University of Amsterdam, Amsterdam, The Netherlands;
Pages 1202-1223 | Received 30 Mar 2017, Accepted 09 Apr 2019, Published online: 03 May 2019

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