Factors Affecting Skepticism toward Green Advertising
Abstract
Despite the growth of green marketing, there is a shortage of studies on green communication. Thus, this research aims to understand whether consumers who are concerned about the environment conserve resources and have environmentally friendly buying habits and whether they are skeptical about the green communications conveyed by companies. Using a proposal of a model about skepticism toward green advertising, several hypotheses are tested. The results indicate that the more environmentally concerned an individual is, the more skepticism he or she will be toward green claims exhibited on packages or featured in ads. In addition, results indicated no significant differences between men and women regarding this skepticism.
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Consumers with high environmental involvement are more inclined to penalize brands that make poorer efforts toward being environmentally friendly.
“In terms of rational cognition, research has suggested that consumers with high environmental involvement are more inclined to penalize brands that make poorer efforts toward being environmentally friendly (Newell, Goldsmith, and Banzhaf 1998; do Pa ¸ co and Reis 2012).”
From Misleading Consumers with Green Advertising? An Affect–Reason–Involvement Account of Greenwashing Effects in Environmental Advertising (2018) · cites this paper as do Paço and Reis 2012
Numerous studies have characterized environmentally involved consumers as consumers who are highly concerned about the environment, have exceptional awareness of environmental problems, and perceive the necessity of protecting the environment.
“Numerous studies have characterized environmentally involved consumers as consumers who are highly concerned about the environment, have exceptional awareness of environmental problems, and perceive the necessity of protecting the environment (e.g., Bickart and Ruth 2012; do Pa ¸ co and Reis 2012; Grimmer and Bingham 2013; Hartmann and Apaolaza-Ib a ~ nez 2012; Matthes, Wonneberger, and Schmuck 2”
From Misleading Consumers with Green Advertising? An Affect–Reason–Involvement Account of Greenwashing Effects in Environmental Advertising (2018) · cites this paper as do Paço and Reis 2012
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“…have exceptional awareness of environmental problems, and perceive the necessity of protecting the environment (e.g., Bickart and Ruth 2012; do Paço and Reis 2012; Grimmer and Bingham 2013; Hartmann and Apaolaza-Ib a~nez 2012; Matthes, Wonneberger, and Schmuck 2014; Mohr, Ero glu, and Ellen…”
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- Authors
- do Paço, A. M. F., & Reis, R.
- Venue
- Journal of Advertising
- Publisher
- Informa UK Limited
- Published
- 2012-12
- Volume
- 41
- Issue
- 4
- Pages
- 147-155
- ISSN
- 0091-3367 (ISSN-L)
- 1557-7805
- OpenAlex
- W2073629501
- Cited by
- 282
- References
- 0
- Citations by year
- 2026: 13 · 2025: 18 · 2024: 37 · 2023: 34 · 2022: 27 · 2021: 32 · 2020: 25 · 2019: 18 · 2018: 19 · 2017: 21 · 2016: 14 · 2015: 11 · 2014: 12 · 2013: 1
- FWCI
- 21.89
- 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
- Physical Sciences › Environmental Science › Management, Monitoring, Policy and Law › Environmental Education and Sustainability
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Packaging Perceptions and Trends
- Keywords
- green advertising, green marketing, green communication, environmental concern, green purchasing, resource conservation, consumer skepticism, gender differences
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