How claim specificity can improve claim credibility in green advertising: Measures that can boost outcomes from environmental product claims

This study establishes claim specificity as a conceptually distinct message characteristic and a robust antecedent of claim credibility.
Benjamin Ganz and Anthony Grimes

MANAGEMENT SLANT

  • Specific green claims are a relatively simple, flexible, and low-cost means of enhancing the credibility and, thus, the effectiveness of green advertising.
  • Maximizing the specificity of the green claim yields credibility benefits when a company is promoting genuine environmental improvements in products, whether or not they are perceived to be of high environmental relevance.

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