Consumer Receptivity to Green Ads

Tucker, Elizabeth M.; Rifon, Nora J.; Lee, Eun Mi; Reece, Bonnie B.

doi:10.1080/00913367.2012.10672454

Cited by 106 publications

(44 citation statements)

References 55 publications

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“…This variable was measured on seven-point Likert-type Scale too. Finally gender, country, age, education, and occupation were considered to be control variables [55,56]. All scales and items used on the survey were based on existing sources.…”

Section: Measurementsmentioning

confidence: 99%

The Effects of Celebrity Characteristics on Purchase Intentions: A Focus on Consumer Concern of Environmental Issues

2021

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Consumer awareness about environmental problems is important in guiding their purchasing decisions. The aim of this research is to validate the moderating effect of environmental concern in two relationships: between celebrity–brand congruity and attitudes toward the brand and, between celebrity–brand congruity and purchase intentions, specifically when consumers are exposed to green advertising including a celebrity endorser. The data were collected via an online survey with young North American and Chilean people. Structural equation modeling was used to test hypotheses in both samples. The results show that the only endorser characteristic relevant to the model is celebrity–brand congruity and its relationship with environmental concern (β = 0.23 for North Americans and β = 0.35 for Chileans with p < 0.05). In conclusion, the consumers evaluate congruence between celebrity and brand based on their concern about environment, then consider brand ethicality, and later brand credibility, which generates an attitude toward the brand and purchase intention. Therefore, identifying the consumers environmental concern is key to developing an effective advertisement with an appropriate celebrity. This research helps to understand the green-marketing literature in a more detailed way, due to this moderating variable capable of enhancing purchase intentions of consumers.

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Section: Measurementsmentioning

confidence: 99%

The Effects of Celebrity Characteristics on Purchase Intentions: A Focus on Consumer Concern of Environmental Issues

2021

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“…Previous studies of CRM have focused on promotional aspects, like cause-brand fit (Trimble and Rifon, 2006;Lafferty, 2007;Lee Thomas et al, 2011;Myers and Kwon, 2013), firm-cause fit (Gupta and Pirsch, 2006;Koschate-Fischer et al, 2012;Elving, 2013), ad type (Hyllegard et al, 2010;Chang, 2011Chang, , 2012Tucker et al, 2012), and ad focus (Lafferty, 2009;Samu and Wymer, 2009), but few studies have focused on CRM approach (BOGO and BOGM) and their respective application scope, not to mention comparing two CRM approaches in one study. Additionally, although there have been some studies on product types in CRM (Strahilevitz and Myers, 1998;Strahilevitz, 1999;Lafferty et al, 2004;Hou et al, 2008;Chang and Liu, 2012), they have not explored the interaction of product type and CRM approach on consumers' purchase intention.…”

Section: Theoretical Implicationmentioning

confidence: 99%

Give Goods or Give Money? The Influence of Cause-Related Marketing Approach on Consumers’ Purchase Intention

Liu

et al. 2021

Front. Psychol.

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With the progress of social and improvement of public awareness, the demand for enterprises to participate in a social welfare cause is increasing. A company can directly support corporate social responsibility issues through cause-related marketing (CRM) approaches, for example, by donating part of the proceeds from product sales (i.e., buy-one give-money or BOGM) or simply by donating their products (i.e., buy-one give-one or BOGO). Previous research has only discussed the impact of one of these CRM approaches on customers in one study. This research compared the effect of these two approaches on the purchase intention of consumers. Experiment 1 demonstrated that, for practical products, the purchase intention of BOGO (vs. BOGM) was higher, while for hedonic products, the purchase intention of BOGM (vs. BOGO) was higher. More importantly, we found a potential mechanism – perceived helpfulness – that drives our main effect. Experiment 2 revealed that the different statement order of charity information and product information in advertising can moderate the main effect. The research also provides several implications and insight into how companies can make donations while winning more customers’ willingness to pay, thus encouraging more companies to fulfill their corporate social responsibility.

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“…Currently, there seems to be some interest in 'green' advertising and its impacts on consumers (including trust in 'green' products) (e.g. Atkinson and Rosenthal [2014], Leonidou et al [2011], Tucker et al [2012]). Atkinson and Rosenthal [2014] explored how different elements of eco-labelling influence trust, finding that providing specific arguments was most important, while Tucker et al [2012] investigated the ways that individual consumer characteristics influenced receptivity to green messages in advertisements, finding that consumers with positive attitudes towards environmental protection were open to green advertising, to highlight a small fraction of the current interest.…”

Section: Where Does Advertising Fit In?mentioning

confidence: 99%

“…Atkinson and Rosenthal [2014], Leonidou et al [2011], Tucker et al [2012]). Atkinson and Rosenthal [2014] explored how different elements of eco-labelling influence trust, finding that providing specific arguments was most important, while Tucker et al [2012] investigated the ways that individual consumer characteristics influenced receptivity to green messages in advertisements, finding that consumers with positive attitudes towards environmental protection were open to green advertising, to highlight a small fraction of the current interest. But neither Atkinson and Rosenthal, nor Tucker et al specifically consider the role of science in either claim making or processing, nor are there studies (as far as I know) of the impact of scientific claims in advertising on consumers' attitudes toward science, their understanding of science or their trust in science; all of which are areas that have been explored in relation to other types of media (e.g.…”

Section: Where Does Advertising Fit In?mentioning

confidence: 99%

Trust, advertising and science communication

Weitkamp¹

2016

JCOM

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This issue of JCOM presents some interesting challenges relating to trust and the media ecology that supports science communication. Weingart and Guenther have organised a set of commentaries considering the issue of trust and media from different points of view, by asking for responses to their paper 'Science Communication and the Issue of Trust'. The commentaries focus on traditional and social media and the actors that contribute to media content, though they do not consider 'paid for' content (also known as advertising), which is the subject of a paper by Silva and Simonian also published in this issue of JCOM.

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Consumer Receptivity to Green Ads

Cited by 106 publications

References 55 publications

The Effects of Celebrity Characteristics on Purchase Intentions: A Focus on Consumer Concern of Environmental Issues

The Effects of Celebrity Characteristics on Purchase Intentions: A Focus on Consumer Concern of Environmental Issues

Give Goods or Give Money? The Influence of Cause-Related Marketing Approach on Consumers’ Purchase Intention

Trust, advertising and science communication

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