Culture and Green Advertising Preference: A Comparative and Critical Discursive Analysis

Abstract

As environmental concerns began to emerge, companies started to target toward the growing 'green market' to launch their green products. Companies' green advertising played an important role in facilitating corporate green marketing and fuelling the desire for environmental-friendly commodities. Applying a Critical Discursive Perspective, this study focuses on corporate environmental advertising in order to illuminate their discursive strategies and the process through which corporate green advertising generates and symbolically structures the necessity of green consumption. The comparison of constructive characteristics and constructed meanings of green advertisings identified embody distinction in Western and Chinese cognitive style and process.

Parent‐like spokesperson for campaigning an anti‐plastic straw movement to young adults: Is it effective?

“…This argument is enhanced by the finding that 73.3% of this study's participants considered their parents to be role models. Furthermore, the fact that 45.4% of participants were still living with their parents indicates their social and economic dependence; thus, it is reasonable that parents would still have authoritative power to influence their young adult children's cognition and emotion of environmental issues (Bricheno & Mary, 2007; Liu & Liu, 2020). Moreover, the Asian parent–child relationship remains close and mutually respectful, even though the children have entered adulthood (e.g., Zhang et al., 2019).…”

“…Furthermore, because young consumers living in collectivistic and high‐power distant cultures as in many Asian emerging countries (Hofstede, 1980) mostly have passive attitudes towards dealing with the environment compared to their Western counterparts, authority figures should initiate and encourage green behaviour (Liu & Liu, 2020). In this case, young students respect their parents' authority (Bricheno & Mary, 2007).…”

Time Series Analysis of Policy Discourse on Green Consumption in China: Text Mining and Network Analysis

“…Companies should actively promote the benefits of the ideology and management patterns of green consumption to consumers and the society. Furthermore, they should implement efforts to increase the confidence of consumers in green products [72].…”

Green marketing in supermarkets: Conventional and digitized marketing alternatives to reduce waste

“…Labeling is another advertising action indicated in the literature. Good labeling can increase the intention to purchase environmentally safe products (Liao et al, 2020;Liu and Liu, 2020;Prihandono et al, 2020;Purohit, 2012).…”

“…Differentiated labeling of sustainable products. (Liao et al, 2020;Liu and Liu, 2020;Prihandono et al, 2020;Purohit, 2012).…”