It Ain't Easy Being Green: Macro, Meso, and Micro Green Advertising Agendas

The "green gap" is traditionally thought of as the gap between how consumers intend to behave regarding green living and how they actually behave. We extend the idea of the green gap by demonstrating a different kind of disconcerting green gap. There are three levels of green advertising-w...

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Veröffentlicht in:	Journal of advertising 2012-12, Vol.41 (4), p.119-132
Hauptverfasser:	Fowler, Aubrey R., Close, Angeline G.
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertisers Advertising Advertising campaigns Brands Commercials Consumer advertising Consumer behavior Consumers Content analysis Corporate image Ecology Environmental conservation Environmentalism Environmentally sensitive products Ethnography Food wastes Green businesses Green marketing Marketing Renewable energy Studies Sustainable development
Online-Zugang:	Volltext
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