Green advertising revisited

Hartmann, Patrick; Apaolaza‐Ibáñez, Vanessa

doi:10.2501/s0265048709200837

Cited by 181 publications

(56 citation statements)

References 69 publications

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“…Past research has identified the role of nature and nature imagery in green advertising and the positive emotional responses that result (Hartmann & Apaolaza-Ibáñez, 2009. This "nature-as-backdrop" approach makes implicit connections between the natural world and the product being advertised (Corbett, 2006).…”

Section: Green Advertisingmentioning

confidence: 97%

“…A growing number of consumers report a willingness to opt for environmentally friendly products and services while corporations are eager to brand themselves as green and environmentally responsible (Hartmann & Apaolaza-Ibáñez, 2009Iyer & Banerjee, 1993). For example, the US organic food market grew by almost 10% in 2011 to reach $31.5 billion in sales (Organic Trade Association, 2012).…”

Section: Introductionmentioning

confidence: 98%

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“I Drink It Anyway and I Know I Shouldn't”: Understanding Green Consumers' Positive Evaluations of Norm-violating Non-green Products and Misleading Green Advertising

Atkinson¹,

Kim²

2014

Environmental Communication

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Consumers increasingly report concern for the environment and acceptance of green products, but few opt for them in stores. This mixed-methods study adds context and helps specify the details of this attitude-behavior gap. First, a preliminary study relies on framing theory to conduct an exploratory content analysis of green advertising frames in four cross-platform women's lifestyle programming (website, magazine, and TV shows). Data indicate green-ad frames are commonplace in beauty, food, and household products advertisements, but claims are ambiguous and unsubstantiated. Drawing on theories of motivated reasoning, evolutionary psychology and the Persuasion Knowledge Model, the main study incorporates data from focus group interviews to understand how green consumers rationalize their non-green attitudes and positive evaluations of environmentally inferior products. Although consumers are skeptical of these green ads, they are ultimately accepting of the claims and rationalize their norm-violating positive evaluations in ways that amplify the non-green claims.

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Section: Green Advertisingmentioning

confidence: 97%

Section: Introductionmentioning

confidence: 98%

“I Drink It Anyway and I Know I Shouldn't”: Understanding Green Consumers' Positive Evaluations of Norm-violating Non-green Products and Misleading Green Advertising

Atkinson¹,

Kim²

2014

Environmental Communication

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“…After being stimulated by advertising, consumers develop an advertising attitude that refers to consumers' favorable or unfavorable reaction to advertising (MacKenzie & Lutz, 1989). Environmental advertising may be seen as advertising with environmental claims (Hartmann & Apaolaza-Ibáñez, 2009), providing consumers with environmental protection information regarding the products (Carlson et al, 1993), and conveying information environmental friendliness and sustainability (Leonidou et al, 2011). Environmental advertising can expand consumers' knowledge of environmentally friendly products (Chan, Leung, & Wong, 2006) and help consumers to identify and recognize the environmentally friendly features of products (Chekima et al, 2016).…”

Section: Attitudes Toward Environmental Advertisingmentioning

confidence: 99%

“…Environmental advertising claims focus on the classification of environmental claims in advertising (Hartmann & Apaolaza-Ibáñez, 2009).…”

Section: Environmental Advertising Claimsmentioning

confidence: 99%

“…Many scholars have used the four types of environmental advertising proposed by Carlson et al (1993): product orientation, process orientation, image orientation, and environmental fact orientation in their research (Chan, 2000;Chan et al, 2006;Hartmann & Apaolaza-Ibáñez, 2009;Leonidou et al, 2014;Polonsky, Carlson, Grove, & Kangun, 1997). Product orientation focuses on the environmentally friendly features of products.…”

Section: Environmental Advertising Claimsmentioning

confidence: 99%

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Sustainable development: The effects of environmental policy disclosure in advertising

2019

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Sustainable development is a key issue for society. Beside corporate's efforts, consumers should have responsibilities for environmental protection and consider sustainable coexistences between future generations and natural ecosystems. In this study, a 4 × 2 factorial between‐subject experiment is adopted to develop eight environmental policy disclosure scenarios based on different environmental advertising claims (product orientation, process orientation, image orientation, and environmental fact) and eco‐labels (available/unavailable) to explore the effect of consumer attitudes and behaviors. This study's results show that environmental advertising claims have significant effects on consumers' attitudes. The product, process, and image orientation advertising, along with advertising with eco‐labels, can induce more positive attitudes and stronger purchase intentions. Individuals with greater environmental concerns have a significant positive attitude toward environmental advertising. Consumer attitudes toward environmental advertising also have positive effects on purchase intentions and sustainable consumption behaviors. Finally, this study offers useful findings, practical implications, and insights.

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Two interventions for mitigating the harms of greenwashing on consumer perceptions

Dutta-Powell¹,

Rhee²,

Wodak³

2023

Bus Strat Env

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Growing demand for environmentally friendly products has led to an increase in companies exaggerating their environmental credentials, a practice commonly referred to as “greenwashing.” To identify the impact of greenwashing and to test potential interventions, we designed an online experiment featuring a series of three advertisements featuring hypothetical companies. A representative sample of 2352 participants were randomised into a control group or one of two intervention groups. Intervention groups saw either a literacy or prebunking intervention, both designed to enable participants to identify common greenwashing strategies. We find that greenwashing is effective—participants were significantly more likely to agree that fictional companies in greenwashed ads had higher green credentials compared with companies depicted in nongreenwashed ads. This effect was most pronounced for those with higher levels of self‐reported environmental concern. We also find that our interventions reduce the impact of greenwashing—participants in both intervention groups rated the green credentials of companies with greenwashed ads significantly lower than participants in the control group. This effect appears to be driven partly by increasing general scepticism of the green credentials of firms and partly by increasing scepticism specifically towards greenwashed claims.

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Green advertising revisited

Cited by 181 publications

References 69 publications

“I Drink It Anyway and I Know I Shouldn't”: Understanding Green Consumers' Positive Evaluations of Norm-violating Non-green Products and Misleading Green Advertising

“I Drink It Anyway and I Know I Shouldn't”: Understanding Green Consumers' Positive Evaluations of Norm-violating Non-green Products and Misleading Green Advertising

Sustainable development: The effects of environmental policy disclosure in advertising

Two interventions for mitigating the harms of greenwashing on consumer perceptions

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