The Greening of Advertising: A Twenty-Five Year Look at Environmental Advertising

Easterling, Debbie; Kenworthy, Amy L.; Nemzoff, Ruth

doi:10.1080/10696679.1996.11501714

Cited by 84 publications

(70 citation statements)

References 7 publications

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“…Sharon Livesey has proposed the label BED, ie business environmental discourse, for this kind of discourse (Livesey 1999 and2001). The studies seen so far have been undertaken by social researchers within the field of business administration and economy departing from qualitative content analysis (see for example Carlson, Grove & Kangun 1993, Banerjee, Gulas & Iyer 1995or Easterling, Kenworthy, Nemzoff & College 1996. …”

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confidence: 99%

The Rhetoric of Green Hotels

Frandsen¹,

Johansen²

2017

HJLCB

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The last two decades have seen environmentalism become a core value in western societies. This evolution, and in particular the rise of environmental consumerism, has not only forced the marketplace to be more responsive to products and services promising environmental responsibility, but has also created new types of communication, including new text genres and a new rhetoric. The purpose of this article is to analyse the environmental rhetoric of green hotels in Denmark. The article briefly presents the differences and similarities between political and commercial green discourse and then discusses the paradoxes of green marketing as reflected in the texts of some of the most important green hotel chains and associations of green hotels in Denmark. The article devotes its analysis to select rhetorical aspects of two genres, the green hotel brochure and the green card or towel card.

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confidence: 99%

The Rhetoric of Green Hotels

Frandsen¹,

Johansen²

2017

HJLCB

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“…Advertising strategies have changed dramatically overtime from "image" orientation to "product" orientation in the 1990s (Easterling et al, 1996). "Process" and "factual" orientations are the least utilized orientations which the some management workers suggest to be an opportunity (Easterling et al, 1996). Two dimensions of the positioning strategies of newly created Green brands are found to have as significant impact on brand attitudes: 'functional' and 'emotional' dimensions (Hartmann et al, 2005).…”

Section: Sustainable Green Marketing Strategymentioning

confidence: 99%

Section: Sustainable Green Marketing Strategymentioning

confidence: 99%

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Promoting Eco-innovations to Leverage Sustainable Development of Eco-industry and Green Growth

Sarkar¹

2013

EJSD

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In the modern world, ecology and the economy are on cross roads. With the increasing pace of globalization and economic liberalization, giving birth to the rapid growth of consumerism by the modern civilization, there is growing consciousness to move gradually towards green growth with sustainability. This is now becoming possible by enhancing eco-consciousness both among the producers as well as the consumers. The chosen path is obviously to go in for more and more eco-innovations to provide complementarily to industrial production without sacrificing much on the production as well as economic front. Renewable alternate technologies -widely known as ecotechnologies, are now being developed with massive investment on R&D activities by several research organizations across the world to achieve this mission. To leverage the gains from eco-innovations and achieved through proactive and carefully planned organizational and R&D support, there seems to be a surge in the growth of Ecoindustries; which in turn, are getting increasingly organized as a chain of eco-industry, by constantly evolving replicable as well as sustainable eco-industrial models in the emerging sectors of economy, prominently in the EU countries. The paper takes a holistic and strategic review on how the Eco-innovations and their ecospecific promotional and developmental efforts are stimulating the sustainable development of Eco-industries and enhancing Green growth by setting up of demonstrable Eco-industrial models in multi-sectoral areas in Europe and the other parts of the world. The paper also provides a brief account of various corporate and entrepreneur initiatives taken in developing sustainable Eco-industrial business models and the methodologies to measure the impact of eco-innovation projects.

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“…Although the first advertisements with an ecological message appeared in the late 1960s, it was not until the late 1980s that green advertising experienced strong growth, mainly because of increased consumer consciousness, strong competitive pressures and governmental regulations (Kilbourne, 2004). However, some abuse and confusion about what a green messages means led to a decline in ecological advertising in the 1990s (Easterling et al, 1996). But with the new millennium and after further international legislative developments reappeared public interest in sustainable messages (Yin and Ma, 2009).…”

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How a sustainable message affects brand attributes

Huertas-García

Segura

Mas‐Machuca

2016

Industrial Management &Amp; Data Systems

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Purpose: The purpose of this paper is to understand how an advertising campaign incorporating an ecological message affects heuristic structure of consumer preferences for hedonic (design and aesthetics) and utilitarian benefits (functionality and performance) provided by the product advertised. Also, the second objective is to reach an understanding of how brand equity moderates these relationships.Design/Methodology/Approach: The paper proposes a two-stage study: a qualitative and exploratory part, in which the authors seek to determine the most important hedonic and utilitarian attributes as well as strong and weak brands, and a quantitative and causative part to test the hypothesis proposed. Findings:The results show that when the brand advertised incorporates an ecological message, consumers show a greater preference for hedonic attributes than when the advertisement does not incorporate this message. On the other hand when the brand incorporating the sustainable message is weaker, consumers show a greater preference for hedonic attributes than when it is stronger.Practical Implications: The result shows important managerial implications for companies with weaker brands, since it indicates that it is much more profitable, in terms of consumer's perceived usefulness, to invest in social and ecological actions than stronger brands.Originality/value: Analyse how the used of ecological messages can modify consumer's heuristic according to utilitarian and hedonics attributes.

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The Greening of Advertising: A Twenty-Five Year Look at Environmental Advertising

Cited by 84 publications

References 7 publications

The Rhetoric of Green Hotels

The Rhetoric of Green Hotels

Promoting Eco-innovations to Leverage Sustainable Development of Eco-industry and Green Growth

How a sustainable message affects brand attributes

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