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  1. How Collaborating with NGOs Makes Green Innovations More Desirable.Yan Meng & Fiona Schweitzer - 2023 - Business and Society 62 (2):363-400.
    This research investigates how two different types of nongovernmental organization (NGO)–business collaboration for green innovation impact consumers’ purchase intentions. The authors carried out three studies, whose findings show that consumers prefer collaborations in which NGOs are integrated into the product development process (NGO co-development) over those that involve corporate giving to NGOs (sales-contingent donations). They show that green credibility works as a mediator, which explains why these two types of collaboration influence consumers’ purchase intentions differently. They also identify aspirational talk (...)
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