The Effectiveness of Environmental Advertising: the role of claim type and the source country green image

R.Y.K Chan

Examines how types of environmental claims may affect the communication effectiveness of environmental advertising, and how a country's `green image' may moderate that relationship.

The Effectiveness of Environmental Advertising: the Role of Claim Type and the Source Country Green Image

Ricky Y.K. Chan Hong Kong Polytechnic University

INTRODUCTION

Recently, organisations have been increasingly targeting consumers who are concerned about the environment (Carlson et al., 1996a; Davis, 1994b; Ottman, 1993; Polonsky et al., 1998; Roberts, 1996). As these organisations keep on placing more and more emphasis on the green consumers (Stafford et al., 1996), interest into the nature of environmental advertising is rising (Banerjee et al., 1995; Kangun et al., 1991). In particular, both...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands