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.

MANAGEMENT SLANT

  • 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...