Managerial–consumer eco-harmful media perceptions and eco-conscious attitudes: Understanding the context within green media

This study underscores the importance of considering a medium's broader effects. Research demonstrates that a medium's perceived eco-harmful impact affects communication effectiveness because a medium itself can act as a constituent of the message.


  • Managers should consider the broader effects of the various media types, because consumers’ perceptions of different media vary on the basis of their perceptions of a medium’s eco-harmful characteristics as well as perceptions of advertising on that medium.
  • Prior research has shown that eco-harmful media perceptions affect advertising effectiveness in eco-conscious countries; this study shows that managers in such countries have an incongruent view about consumers’ eco-harmful media perceptions.
  • Marketing managers and consumers have different levels of eco-conscious attitudes. These differences may explain the existing incongruent views.
  • Media perceived as more eco-harmful...

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