Altercentric versus Egocentric 'Green Jeans' Advertising:  Impact on Dual Emotional Warmth

So Young Song; Youn-Kyung Kim

Sustainability and Social Responsibility

Altercentric versus Egocentric 'Green Jeans' Advertising: Impact on Dual Emotional Warmth

Authors: So Young Song (University of Tennessee) , Youn-Kyung Kim (University of Tennessee)

Abstract

This study presents theoretical and empirical analyses of altruism, egoism, and impure altruism and explains the role of emotional warmth in purchasing green jeans.

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How to Cite: Song, S. Y. & Kim, Y. (2015) “Altercentric versus Egocentric 'Green Jeans' Advertising: Impact on Dual Emotional Warmth”, International Textile and Apparel Association Annual Conference Proceedings. 72(1).