The Effectiveness of Green Advertisements: Combining Ad-based and Consumer-based Research

Vlieger, Lynn De; Hudders, Liselot; Verleye, Gino

doi:10.1007/978-3-658-02365-2_16

Cited by 7 publications

(5 citation statements)

References 27 publications

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“…First, the results show that the effect of green brand skepticism on green brand experiential satisfaction is insignificant. This finding is inconsistent with the proposition of De Vlieger et al (2013) that involved consumers base their judgment on the green claim, whereas their less-involved counterparts are satisfied if the advertisement merely looks green, which could not be confirmed. Second, the finding reveals that the negative effect of green brand experiential risk on green brand experiential satisfaction is significant.…”

Section: Theoretical Implicationscontrasting

confidence: 77%

What drives green brand switching behavior?

Wei

Tseng

et al. 2018

MIP

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Purpose The purpose of this paper is to explore the structural relationships among skepticism, experiential risk, cognitive dissonance, experiential quality, brand experience and experiential satisfaction, switching intentions and switching behavior from the perspective of green branding. Design/methodology/approach A questionnaire survey was used to collect data from consumers who had purchased environmental shampoos, obtaining 613 valid samples which were analyzed with structural equation modeling. Findings The results indicate that green brand experiential risk, green brand cognitive dissonance, green brand experiential quality and green brand experience influence green brand experiential satisfaction. In addition, green brand experiential satisfaction has an impact on green brand switching intentions, which, in turn, positively influence green brand switching behavior. Practical implications To decrease the perceptions of green brand skepticism, green brand experiential risk, green brand cognitive dissonance, green brand switching intentions and green brand switching behavior and increase the perceptions of green brand experiential quality, green brand experience and green brand experiential satisfaction, the findings will help environmental organizations develop and implement market-orientated product strategies. Originality/value The results provide a better understanding of the relationships among skepticism, experiential risk, cognitive dissonance, experiential quality, brand experience, experiential satisfaction, switching intentions and switching behavior in an environmental context.

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Section: Theoretical Implicationscontrasting

confidence: 77%

What drives green brand switching behavior?

Wei

Tseng

et al. 2018

MIP

View full text Add to dashboard Cite

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“…Additionally, in certain areas where domestic production is significant, the market penetration is still low due to the limited information available to the buyers. This fact supports the view of Thimm et al 1992 andDe Vlieger et al 2013 that the most significant features that affect consumer attitudes towards organic products are firstly the distance costumers need to travel to obtain them and secondly the information about selling points.…”

Section: Information About Organic Productssupporting

confidence: 86%

Investigation of Consumer Behavior

Baziana

Tzimitra-Kalogianni

2016

International Journal of Social Ecology and Sustainable Development

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Evidence shows that sustainability not only helps a business case getting stronger, but also embraces a sustainability agenda which can stimulate innovation, pushing companies to rethink their operations, products and business models. In addition, during the past few years the demand for organic wine has increased and many Greek businesses have entered the market, advertising the superiority of organic wine. The main objective of this study is to portray the need for an implementation of new technologies in the distribution and supply of organic wine in the city of Xanthi. Furthermore, the investigation of consumers' attitude will constitute the basis for further development of business strategies regarding sustainability and innovation in the agri-food chain. From the quantitative and qualitative data, the statistical analysis will provide findings on consumer behavior, attitudes, new trends, and factors that affect the choice of organic wine. Finally, the current paper is indicative of the general consumer stance towards organic-products.

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“…Compared with information about nongreen products, information about green products has a more positive impact on consumers' purchase decisions. Vlieger et al (2013) find that consumer beliefs about the credibility of information on green products has a negative impact on their green involvement; i.e., higher levels of green involvement lead to lower perceptions of credibility. Batra and Ray (1986) show that when faced with green advertising, consumers' green involvement affects the effectiveness of green appeals.…”

Section: Elaboration Likelihood Model and Green Involvementmentioning

confidence: 87%

How Does the Interactivity of Social Media Affect the Adoption of New Green Products?

2021

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In the era of mobile internet, newsfeed advertising, which is most applicable to consumption scenarios that involve mobile devices, has become a core driving force in advertising. The rapid advancement of technology with respect to newsfeed advertising has not only reshaped the green consumption sector but has also had significant impacts on consumer psychology and behavior. When faced with highly social green newsfeed advertising, consumers are receptive to different degrees, which ultimately affects their receptivity to new green products. Through an experiment and a questionnaire, we find the following: (1) Consumers prefer new green products advertised through high-sociality green newsfeed advertisements more than those advertised with low-sociality ads. (2) Receptivity to green advertising can mediate the impact of the sociality of newsfeed advertising on consumer adoption of new green products. (3) The aforementioned direct effect and mediating effect are also affected by consumers’ green involvement. Our paper has both theoretical and practical significance; that is, we contribute to the research on the impacts of the sociality of green advertising on the psychological mechanisms underlying consumer adoption of new green products. Additionally, we provide managerial recommendations for the future development of green newsfeed advertising and for improvements in consumer impressions of green consumption.

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The Effectiveness of Green Advertisements: Combining Ad-based and Consumer-based Research

Cited by 7 publications

References 27 publications

What drives green brand switching behavior?

What drives green brand switching behavior?

Investigation of Consumer Behavior

How Does the Interactivity of Social Media Affect the Adoption of New Green Products?

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