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Are guilt appeals a panacea in green advertising? The right formula of issue proximity and environmental consciousness
Chun-Tuan Chang, International Journal of Advertising, Vol. 31, No. 4, 2012, pp. 741-771
This research examines guilt appeals in green advertising by clarifying moderating roles of issue proximity and environmental consciousness.
This research examines guilt appeals in green advertising by clarifying moderating roles of issue proximity and environmental consciousness. Advantageous effects of guilt appeals are produced in two contexts: promoting a highly proximal issue to consumers with weak environmental consciousness or promoting a less proximal issue to those with strong environmental consciousness. Guilt appeals are no more effective than non-guilt appeals when a low-proximity issue is presented to individuals with weak environmental consciousness. Guilt appeals backfire when promoting a high-proximity issue to highly conscious individuals. The implications of these findings are discussed, as are the limitations and directions for future research.
The influence of consumer concern about global climate change on framing effects for environmental sustainability messages
Christopher L. Newman, Elizabeth Howlett, Scot Burton, John C. Kozup and Andrea Heintz Tangari, International Journal of Advertising, Vol. 31, No. 3, 2012, pp. 511-527
It is becoming increasingly evident that current patterns of consumption are not sustainable in the long term.
It is becoming increasingly evident that current patterns of consumption are not sustainable in the long term. Clearly, the need to persuade consumers to adopt more sustainable lifestyles has never been more urgent. The present research contributes to our understanding of the effects of message framing by considering the potential moderating influence of consumer concern about global climate change within the context of sustainable consumption. The results of two experiments demonstrate that the US consumer’s level of concern for the message-specific issues moderates the strength of the framing effect; effects are larger when concern about climate change is low. In addition, when concern is low, more negative framing and a prevention focus have more favourable persuasive effects. The implications of these findings for consumer welfare and public policy are discussed.
Let the Brazilian sun shine in: Building credibility for solar energy by developing research-based concepts and communication
Fabián Echegaray , ESOMAR, Latin America, Mexico City, May 2012
This paper examines how market research helped clients developing the first solar photovoltaic energy (SPV) venture in Brazil, by identifying the public's myths and concerns, and testing reactions to develop and refine the key communication tool: a solar eco-label.
This paper examines how market research helped clients developing the first solar photovoltaic energy (SPV) venture in Brazil, by identifying the public's myths and concerns, and testing reactions to develop and refine the key communication tool: a solar eco-label. Research also led to the conclusion that a univeral SPV quality-seal would have a stronger resonance if used in institutional advertising campaigns instead of on product packaging alone.
All for one and one for all: Targeting sustainability - the revival of 'virtues' in research and results
Nicole Hanisch, Jens Lönneker and Yvonne Masopust, ESOMAR, Qualitative, Vienna, November 2011
This paper describes a multi-client research project into the notion of sustainability. The research explores the meaning of sustainability from the perspective of both consumers and marketing, including their similarities, differences and opportunities of aligning the two.
This paper describes a multi-client research project into the notion of sustainability. The research explores the meaning of sustainability from the perspective of both consumers and marketing, including their similarities, differences and opportunities of aligning the two. Equally, it offers guidelines for incorporating messages relating to sustainability into communications, based on the psychology of sustainability, including how to overcome consumer cynicism by exploring the signals and aesthetics of sustainability. The multi-client backing of the project allows for new general insights as well as insights for different industries that want to include sustainability in their marketing.
The Effectiveness of Environmental Advertising: the role of claim type and the source country green image
R.Y.K Chan, International Journal of Advertising, Vol. 19, No. 3 , 2000
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.
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 sample in China, using a 4 x 2 factorial research design, demonstrates that both claim type and `green image' significantly affect the ad's effectiveness, and that they interact significantly. Therefore, when designing advertising containing environmental claims, marketers need to take account of how their target group already perceive the eco-friendliness of the source country: claims which are incongruent with existing perceptions are unlikely to be effective, and the problem is worsening as consumer scepticism about environmental claims grows.
Exploratory Results on the Antecedents and Consequences of Green Marketing
Mark van der Veen, Ed Peelen and Fred Langerak, International Journal of Market Research, Vol. 40, No. 4, 1998
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.
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 antecedents of green marketing include consumer environmental sensitivity, competitive intensity and regulatory intensity. The internal antecedents consist of marketers' environmental consciousness and business sensitivity towards environmentalism. The integration of environmental issues in marketing is made manifest through the development and commercialisation of green products and the incorporation of environmental issues in marketing communication. The consequences of this so-called green marketing are reflected in the performance of a business. The model is tested on a sample of 138 Dutch manufacturing businesses using partial correlation analysis. The results indicate that environmental regulation is still the most important reason for marketers to adopt environmentally friendly marketing programmes. The results further show that businesses that voluntarily adopt green marketing are able to exploit green market opportunities and improve their business performance.
Regulation of experimental marketing claims: a comparative perspective
N Kangun and Michael Jay Polonsky, International Journal of Advertising, Vol. 14, No. 1, 1995
As a result of media coverage and other events, public awareness and concern about the environment, particularly in highly industrialized countries, has grown.
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 environmentally sound products, many companies have begun to focus on the positive environmental attributes of their products in their marketing communications. This article examines a number of issues (eg consumer understanding of environmental claims and the regulation of such claims in the United States and Australia) surrounding the use of environmental marketing claims. Suggestions are then made for improving environmental marketing so as to yield real benefits for consumers and society.
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