The DOI matches its Crossref record; 76 of the 78 references it cites were found in a registry or an index.
Consumer Receptivity to Green Ads: A Test of Green Claim Types and the Role of Individual Consumer Characteristics for Green Ad Response
Abstract
The overarching goal of this study is to clarify how individual characteristics may influence consumers to be more or less receptive to ecologically themed ad claims. An experiment compares the effectiveness of strong and weak green product claims with a cause-related marketing strategy to advertise a “green” product. The results suggest that consumers with positive attitudes toward environmental protection are equally receptive to all conditions tested. An analysis using a theoretically based structural equation model points to the important role played by perceived consumer effectiveness in creating positive responses.
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“Because attitudes toward ads has emerged as an essential predictor of the formation of attitudes toward brands (e.g., Matthes, Wonneberger, and Schmuck 2014; Hartmann and Apaolaza-Ib a ~ nez 2012; Tucker et al. 2012)”
From Misleading Consumers with Green Advertising? An Affect–Reason–Involvement Account of Greenwashing Effects in Environmental Advertising (2018) · cites this paper as Tucker et al. 2012
In the citing paper
“To the extent that the credibility of the claim influences the credibility of the advertisement (Lutz, MacKenzie and Belch, 1983), and thus consumer attitudes to the ad and the brand (MacKenzie and Lutz, 1989; Tucker et al ., 2012), the question of how claim credibility might be ensured and enhanced is fundamental to the development of effective advertising.”
From How Claim Specificity Can Improve Claim Credibility in Green Advertising: Measures that Can Boost Outcomes From Environmental Product Claims (2018) · cites this paper as Tucker et al ., 2012
In the citing paper
“Whilst claim specificity might ultimately be expected to contribute to a change in attitude to the advertisement and the brand (Alniacik and Yilmaz, 2012; Davis, 1993), it is theoretically presumed to do so by enhancing the perceived credibility of the claim, and thus the ad (Lutz, MacKenzie and Belch, 1983; Pomering and Johnson, 2009; Tucker et al. , 2012).”
From How Claim Specificity Can Improve Claim Credibility in Green Advertising: Measures that Can Boost Outcomes From Environmental Product Claims (2018) · cites this paper as Tucker et al. , 2012
In the citing paper
“In line with other forms of advertising, the perceived credibility of the green advertisement is a key antecedent of attitudes towards the ad and the brand (Choi and Rifon, 2002; MacKenzie and Lutz, 1989; Tucker et al. , 2012).”
From How Claim Specificity Can Improve Claim Credibility in Green Advertising: Measures that Can Boost Outcomes From Environmental Product Claims (2018) · cites this paper as Tucker et al. , 2012
In the citing paper
“Claim credibility was measured by way of a seven-point semantic differential scale, adapted from Beltramini and Evans (1985) and similar to that used by Tucker et al. (2012; where α = .93).”
From How Claim Specificity Can Improve Claim Credibility in Green Advertising: Measures that Can Boost Outcomes From Environmental Product Claims (2018) · cites this paper as Tucker et al., 2012
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Cited by
Sorted by citations
Schmuck, D., Matthes, J., & Naderer, B. (2018) · Journal of Advertising · doi:10.1080/00913367.2018.1452652 · Cited by 485
“The few studies available on the topic have used diverse outcome measures, either ones related to broad conceptualizations, such as ad credibility (Tucker et al. 2012) and skepticism about green advertising (do Paço and Reis 2012), or more specific measures, such as perceived deception (Newell,…”
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Metadata
- Authors
- Tucker, E. M., Rifon, N. J., Lee, E. M., & Reece, B. B.
- Affiliations
- Michigan State University (US)
- ORCID
- Lee, Eun Mi
- Venue
- Journal of Advertising
- Publisher
- Informa UK Limited
- Published
- 2012-12
- Volume
- 41
- Issue
- 4
- Pages
- 9-23
- ISSN
- 0091-3367 (ISSN-L)
- 1557-7805
- OpenAlex
- W2242992959
- Cited by
- 123
- References
- 78
- Citations by year
- 2026: 4 · 2025: 6 · 2024: 8 · 2023: 17 · 2022: 14 · 2021: 13 · 2020: 11 · 2019: 10 · 2018: 9 · 2017: 8 · 2016: 13 · 2015: 6 · 2014: 3
- FWCI
- 8.21
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Advertising (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Physical Sciences › Environmental Science › Management, Monitoring, Policy and Law › Pro-Environmental Behavior and Attitudes
- Keywords
- green advertising, consumer receptivity, cause-related marketing, environmental attitudes, perceived consumer effectiveness, advertising effectiveness, individual differences
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