This edited collection presents cutting edge research into the topic of green messages and subsequent consumer responses. The research studies draw on a rich tradition of communication, psychological and sociological theories that examine consumer responses in a nuanced way. At the same time, the studies present important implications for advertising practitioners and academics alike. Written by communications scholars from North America, Europe and Asia, the studies encompass a range of research techniques including experiments, surveys, content analyses and depth interviews. The book provides important insights into current practice as well as directions for future research.
This book was originally published as a special issue of the Journal of Advertising.
1. Introduction Kim Sheehan and Lucy Atkinson 2. Consumer Receptivity to Green Ads Elizabeth M. Tucker, Nora J. Rifon, Eun Mi Lee and Bonnie B. Reece 3. The Role of Regulatory Focus and Self-View in "Green" Advertising Message Framing Ioannis Kareklas, Jeffrey R. Carlson and Darrel D. Muehling 4. Communicating Green Marketing Appeals Effectively Hsuan-Hsuan Ku, Chien-Chih Kuo, Ching-Luen Wu and Chih-Ying Wu 5. Green Eco-Seals and Advertising Persuasion Barbara A. Bickart and Julie A. Ruth 6. Sustainable Marketing and Social Media Elizabeth Minton, Christopher Lee, Ulrich Orth, Chung-Hyun Kim and Lynn Kahle 7. The Effectiveness of Benefit Type and Price Endings in Green Advertising Marla B. Royne, Jennifer Martinez, Jared Oakley and Alexa K. Fox 8. Is the Devil in the Details? Guang-Xin Xie and Ann Kronrod 9. Victoria's Dirty Secrets Marie-Cécile Cervellon 10. Factors Affecting Skepticism toward Green Advertising Arminda Maria Finisterra do Paço and Rosa Reis