Strategies for environmental advertising
Author:
- Joel J. DavisJDJoel J. Davis
- 1 February 1993
- journal article
- Published by Emerald Publishing in Journal of Consumer Marketing
- Vol. 10 (2) , 19-36
Abstract
Considers reasons why consumer response has, at best, been mixed with regard to “Green” marketing. Proposes reasons why consumer response has not been overwhelmingly positive and then, based on a review of key research findings, presents guidelines for the development of three components of environmental product advertising: the specificity of the environmental claim, the level of emphasis given the environmental claim and the context for presenting the claim.Keywords
This publication has 8 references indexed in Scilit:
- Environmental Advertising Claims: A Preliminary InvestigationJournal of Public Policy & Marketing, 1991
- The Role of Perceived Consumer Effectiveness in Motivating Environmentally Conscious BehaviorsJournal of Public Policy & Marketing, 1991
- An Examination of Ecologically Concerned Consumers and Their Intention to Purchase Ecologically Packaged ProductsJournal of Public Policy & Marketing, 1991
- Characterizing Participants in Activities Protecting the Environment: A Focus on Donating, Recycling, and Conservation BehaviorsJournal of Public Policy & Marketing, 1991
- A Framework for Promoting CooperationJournal of Marketing, 1991
- Poll Trends: Environmental Problems and ProtectionPublic Opinion Quarterly, 1991
- Ecologically Concerned Consumers: Who Are They?Journal of Marketing, 1974
- The psychology of interpersonal relations.1958