Creative approaches: Environmental claims

 

Green marketing is a challenge that brands are finding increasingly hard to ignore. As awareness of climate change (and the attendant environmental issues) has risen, many marketers want to show a hei ...

The ethical claims of brands are coming under increasing levels of scrutiny from consumers, and a number of advertisers have found their eco-credentials have changed almost overnight as a result of wh ...

E.ON entered the UK energy market in June 2007. The brand enjoys high levels of prompted awareness, and is perceived by consumers as being more innovative, more accessible, more energetic and warmer t ...

This paper by the Advertising Standards Authority describes how the UK advertising regulator is playing an increasing role in judging complaints about advertisements making environmental claims. With ...

The decadent world of luxury isn't obviously aligned with the green movement. However, this paper argues that many longstanding values of luxury brands, such as provenance and sustainability, have bec ...

Chris Davis and Corinne Moy, from GfK NOP, discuss the rise and relevance of ethical brands. Using research findings from a consumer study covering Europe and USA, they look at the public's view of co ...

Mike Longhurst believes that a new paradigm exists which now governs people's expectations of brands and the advertising that supports it. He warns that the industry should be aware of this fundamenta ...

The author sees the web as an effective way to communicate the social and environmental commitment of responsible corporations. Ethical issues, which in other media may be rejected by a sceptical pub ...

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. A study of an 800 ...

In this article the authors develop and test a model that incorporates external and internal antecedents and consequences of the integration of environmental issues in marketing. The external antecede ...

As a result of media coverage and other events, public awareness and concern about the environment, particularly in highly industrialized countries, has grown. Given the desire of many consumers for e ...

Environmental concern - the green factor - is likely to overtake health as a major factor affecting the marketing of most consumer products, and will become increasingly important. It is different fro ...

The paper examines how consumers respond to environmental claims of three types contained in promotional messages attributed to one respected ‘green’ brand and one mainstream leisure clothing brand. F ...

A survey of more than 900 people in Beijing and Guangzhou generated data on attitudes to environmental advertising. Amongst the findings are that in general Chinese consumers rate print environmental ...