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 practitioners and academics are attracted towards examining the communication effectiveness of environ mental advertising and to identify important factors which may affect such effectiveness (Cude, 1993; Davis, 1993, 1994a; 1994b; Harrison, 1993; Morris et al., 1995).