Citation

When Does Green Advertising Work? -- The Modertating Role of Product Type

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Abstract:

Using environmental appeals to promote products is a popular marketing technique. However, little is known about how the effectiveness of green appeals varies across different product categories. The purpose of this study is to examine whether and to what extent green appeals in advertising are effective and how that effectiveness differs between products with more vs. less environmental impact. Using the theoretical frameworks of ad-product fit hypothesis, our two product types (more harmful vs. less harmful) x two appeal types (green appeal vs. non-green appeal) experiment shows that ads with a green appeal are more effective for more-harmful products, whereas for less-harmful products, there is no significant difference between a green and a non-green appeal. Furthermore, cognitive response was found to mediate the interaction effect of green appeal and product type on ad persuasiveness. Theoretical and practical implications of the findings are discussed.

Most Common Document Word Stems:

green (163), product (154), environment (111), consum (90), appeal (82), advertis (72), ad (69), pp (55), impact (54), vol (53), effect (52), market (51), environ (46), journal (40), studi (38), purchas (36), attitud (36), al (35), et (35), p (30), type (29),
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Association:
Name: Association for Education in Journalism and Mass Communication
URL:
http://www.aejmc.org


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URL: http://citation.allacademic.com/meta/p518930_index.html
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MLA Citation:

Kong, Ying. and Zhang, Lingling. "When Does Green Advertising Work? -- The Modertating Role of Product Type" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Grand & Suites Hotel, St. Louis, MO, Aug 10, 2011 <Not Available>. 2014-11-25 <http://citation.allacademic.com/meta/p518930_index.html>

APA Citation:

Kong, Y. and Zhang, L. , 2011-08-10 "When Does Green Advertising Work? -- The Modertating Role of Product Type" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Grand & Suites Hotel, St. Louis, MO Online <PDF>. 2014-11-25 from http://citation.allacademic.com/meta/p518930_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Using environmental appeals to promote products is a popular marketing technique. However, little is known about how the effectiveness of green appeals varies across different product categories. The purpose of this study is to examine whether and to what extent green appeals in advertising are effective and how that effectiveness differs between products with more vs. less environmental impact. Using the theoretical frameworks of ad-product fit hypothesis, our two product types (more harmful vs. less harmful) x two appeal types (green appeal vs. non-green appeal) experiment shows that ads with a green appeal are more effective for more-harmful products, whereas for less-harmful products, there is no significant difference between a green and a non-green appeal. Furthermore, cognitive response was found to mediate the interaction effect of green appeal and product type on ad persuasiveness. Theoretical and practical implications of the findings are discussed.


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Effects of Product Type and Source of Customized Recommendations on Attitudes Toward the Website


 
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