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A cross-cultural examination of the environmental information on packaging: implications for advertisers
journal contribution
posted on 2002-01-01, 00:00 authored by Michael PolonskyMichael Polonsky, L Carlson, A Prothero, D KapelianisThis study presents a cross-cultural analysis of environmental information on packaging. We used judges and packages from four countries (Australia, South Africa, the United Kingdom, and the United States) and we asked judges to determine their own environmental information. Results suggest that whilst there is some consistency in judges' views, there are also important information differences across countries. Judges were found to infer environmental information from material that has not been considered to be environmental in nature. Our results may have important connotations for advertising, where environmental information might be offered as part of the array of product benefits being presented to consumers.
History
Journal
Advances in international marketingVolume
12Season
Volume title: New directions in international advertising researchPagination
153 - 174Publisher
Emerald Group PublishingLocation
BIngley, Eng.ISSN
1474-7979Language
engPublication classification
C1.1 Refereed article in a scholarly journal; C Journal articleCopyright notice
2002, Emerald Group PublishingUsage metrics
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