Green advertising revisted: Conditioning virtual nature experiences
Patrick Hartmann and Vanessa Apaolaza-Ibáñez
Introduction
After a surge in green advertising in the 1990s, the use of green advertising claims decreased for nearly a decade. At present, however, a revival of green advertising can be observed. Many major companies are again stressing their involvement with the environment, most often through advertisements depicting beautiful imagery of pristine nature, as seen in the recent corporate or product branding campaigns of Toyota, General Motors, Volkswagen, BP, Shell, Esso/Exxon, Total, Renault, etc. Following this development, although the first publications on green consumer behaviour and marketing appeared...