The DOI matches its Crossref record; 1 of the 1 references it cites were found in a registry or an index.
Buyer Characteristics of the Green Consumer and Their Implications for Advertising Strategy
Abstract
The authors construct a psychographic profile of the green consumer in terms of variables directly related to purchase behavior, such as price consciousness and general care in shopping, interest in new products, and brand loyalty. Additionally, they address attitudes toward advertising and media preferences. Data from 3264 respondents to the DDB Needham Life Style Study were analyzed. The results show the green consumer to be an opinion leader and a careful shopper who seeks information on products, including information from advertising, but also suggest that the green consumer is rather skeptical of advertising. The implications are that green consumers may be receptive to green marketing and advertising, but marketers should take care not to alienate them by using ambiguous or misleading messages.
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Citations
Cites
A Content Analysis of Environmental Advertising Claims: A Matrix Method Approach
Carlson, L., Grove, S. J., & Kangun, N. (1993) · Journal of Advertising · doi:10.1080/00913367.1993.10673409 · Cited by 602
Cited by
Sustainable food consumption: Exploring the consumer “attitude–behavioral intention” gap
Vermeir, I., & Verbeke, W. (2006) · Journal of Agricultural and Environmental Ethics · doi:10.1007/s10806-005-5485-3 · Cited by 2,524
Against the Green: A Multi-method Examination of the Barriers to Green Consumption
Gleim, M. R., Smith, J. S., Andrews, D., & Cronin, J. J. (2013) · Journal of Retailing · doi:10.1016/j.jretai.2012.10.001 · Cited by 1,048
Opportunities for green marketing: young consumers
Lee, K. (2008) · Marketing Intelligence & Planning · doi:10.1108/02634500810902839 · Cited by 959
Do Green Products Make Us Better People?
Mazar, N., & Zhong, C.-B. (2010) · Psychological Science · doi:10.1177/0956797610363538 · Cited by 940
What Will Consumers Pay for Social Product Features?
Auger, P., Burke, P., Devinney, T. M., & Louviere, J. J. (2003) · Journal of Business Ethics · doi:10.1023/a:1022212816261 · Cited by 668
Metadata
- Authors
- Shrum, L. J., McCarty, J. A., & Lowrey, T. M.
- Venue
- Journal of Advertising
- Publisher
- Informa UK Limited
- Published
- 1995-06
- Volume
- 24
- Issue
- 2
- Pages
- 71-82
- ISSN
- 0091-3367 (ISSN-L)
- 1557-7805
- OpenAlex
- W1995647400
- Cited by
- 711
- References
- 1
- FWCI
- 19.31
- Type
- journal article
- Language
- en
- Open access
- closed
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- Shrum, L. J., McCarty, J. A., & Lowrey, T. M. (1995). Buyer Characteristics of the Green Consumer and Their Implications for Advertising Strategy. Journal of Advertising. https://doi.org/10.1080/00913367.1995.10673477
Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
