@conference{4f80a26b6853427587143094057771ed,
title = "How can businesses communicate sustainability with customers without backfiring effects?: Using threats in sustainable marketing.",
author = "Kai-Yi Young and Shintaro Okazaki and J{\"o}rg Henseler",
year = "2024",
month = nov,
language = "English",
note = "Conference on Sustainable Operation and Development 2024 : International Conference and Annual Meeting of the Innovation and Invention Education Society of Taiwan 2024 ; Conference date: 16-12-2024 Through 16-12-2024",
}