Factors Affecting Skepticism toward Green Advertising
Despite the growth of green marketing, there is a shortage of studies on green communication. Thus, this research aims to understand whether consumers who are concerned about the environment conserve resources and have environmentally friendly buying habits and whether they are skeptical about the g...
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| Veröffentlicht in: | Journal of advertising 2012-12, Vol.41 (4), p.147-155 |
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| container_title | Journal of advertising |
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| creator | do Paço, Arminda Maria Finisterra Reis, Rosa |
| description | Despite the growth of green marketing, there is a shortage of studies on green communication. Thus, this research aims to understand whether consumers who are concerned about the environment conserve resources and have environmentally friendly buying habits and whether they are skeptical about the green communications conveyed by companies. Using a proposal of a model about skepticism toward green advertising, several hypotheses are tested. The results indicate that the more environmentally concerned an individual is, the more skepticism he or she will be toward green claims exhibited on packages or featured in ads. In addition, results indicated no significant differences between men and women regarding this skepticism. |
| doi_str_mv | 10.1080/00913367.2012.10672463 |
| format | Article |
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| ispartof | Journal of advertising, 2012-12, Vol.41 (4), p.147-155 |
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| language | eng |
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| source | EBSCOhost Business Source Complete; JSTOR Archive Collection A-Z Listing |
| subjects | Advertising Business communications Climate change Competitive advantage Consumer advertising Consumer behavior Consumer research Consumers Corporate image Ecolabeling Environmental aspects Environmental conditions Environmental conservation Environmental impact Environmentally sensitive products Green businesses Green consumers Green marketing Marketing Product development Skepticism Studies Sustainable development Variance analysis |
| title | Factors Affecting Skepticism toward Green Advertising |
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