Green advertising effects on attitude and choice of advertising themes

D'Souza, Clare and Taghian, Mehdi 2005, Green advertising effects on attitude and choice of advertising themes, Asia Pacific journal of marketing and logistics, vol. 17, no. 4, pp. 51-66.

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Title Green advertising effects on attitude and choice of advertising themes
Author(s) D'Souza, Clare
Taghian, Mehdi
Journal name Asia Pacific journal of marketing and logistics
Volume number 17
Issue number 4
Start page 51
End page 66
Publisher Emerald Group Publishing Limited
Place of publication Bingley, England
Publication date 2005
ISSN 1355-5855
Keyword(s) advertising
green advertising
consumer decision-making
consumer involvement
green products
Summary The aims of this article is to analyse whether there are differences in green advertisement attitudes between high involved and low involved consumers, to compare high and low involvement consumer’s cognitive responses and affective responses towards advertisements and examine the extent of the importance on certain themes that both high involvement and low involvement consumers consider. Themes such as company image, environmental labels, and product recycling symbols. A random sample of 207 consumers was taken from Victoria (Australia). The study shows that there are differences between the two groups in terms of their attitude towards green advertising with respect to all the dimensions and the low involved customers appear to have a stronger disregard for the green advertising across all the perceptive measures towards green advertising. The findings provide useful insights to practitioners as to the type of themes preferred for green advertising.
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2005, Emerald Group Publishing Limited
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