Shades of Green: A Multidimensional Analysis of Environmental Advertising

Environmental appeals are becoming increasingly common in advertising, but all green ads are not created equal. The authors report the results of a content analysis designed to uncover the underlying structure of green advertising. A convenience sample of 95 green TV ads and 173 green print ads were...

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Bibliographische Detailangaben
Veröffentlicht in:	Journal of advertising 1995-06, Vol.24 (2), p.21-31
Hauptverfasser:	Banerjee, Subhabrata, Gulas, Charles S., Iyer, Easwar
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Advertising research Consumer advertising Consumers Content analysis Corporate image Environmental conditions Environmental impact Environmental protection Environmentalism Environmentally sensitive products Green businesses Green marketing Lifestyles Marketing Nonprofit organizations Recycling Social research Statistical analysis Studies Sustainable water management
Online-Zugang:	Volltext
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