The DOI matches its Crossref record; 5 of the 5 references it cites were found in a registry or an index.
Finding the Right Shade of Green: The Effect of Advertising Appeal Type on Environmentally Friendly Consumption
Abstract
There are two forms of advertising appeals for environmentally friendly products and policies: those that provide consumer benefit (e.g., cost savings) and those that provide societal benefit (e.g., lower emissions). This research examines the role of decision-making and consumption contexts on the efficacy of each appeal. The results of three studies indicate that in contexts where consumers experience heightened public accountability they are more responsive to other-benefit appeals, and in more private settings they favor self-benefit appeals. We replicate this finding across multiple samples, product categories, and consumption and decision-making contexts. Our findings reconcile previously conflicting research on the efficacy of either appeal type and provide guidance for marketers seeking to promote environmentally friendly consumption.
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Cites
Targeting consumers who are willing to pay more for environmentally friendly products
Laroche, M., Bergeron, J., & Barbaro‐Forleo, G. (2001) · Journal of Consumer Marketing · doi:10.1108/eum0000000006155 · Cited by 2,974
Accounting for the effects of accountability.
Lerner, J. S., & Tetlock, P. E. (1999) · Psychological Bulletin · doi:10.1037/0033-2909.125.2.255 · Cited by 2,383
Going green to be seen: status, reputation, and conspicuous conservation
Griskevicius, V., Tybur, J. M., & Van den Bergh, B. (2010) · Journal of Personality and Social Psychology · doi:10.1037/a0017346 · Cited by 2,174
Wagner, T., Lutz, R. J., & Weitz, B. A. (2009) · Journal of Marketing · doi:10.1509/jmkg.73.6.77 · Cited by 1,339
Green marketing: legend, myth, farce or prophesy?
Peattie, K., & Crane, A. (2005) · Qualitative Market Research: An International Journal · doi:10.1108/13522750510619733 · Cited by 944
Cited by
How to SHIFT Consumer Behaviors to be More Sustainable: A Literature Review and Guiding Framework
White, K., Habib, R., & Hardisty, D. J. (2019) · Journal of Marketing · doi:10.1177/0022242919825649 · Cited by 2,386
Going green: how different advertising appeals impact green consumption behavior
Yang, D., Lu, Y., Zhu, W., & Su, C. (2015) · Journal of Business Research · doi:10.1016/j.jbusres.2015.04.004 · Cited by 299
Bhatt, S., Lee, J., Deutsch, J., Ayaz, H., Fulton, B., & Suri, R. (2018) · Journal of Consumer Behaviour · doi:10.1002/cb.1689 · Cited by 162
Florence, E. S., Fleischman, D., Mulcahy, R., & Wynder, M. (2022) · Journal of Social Marketing · doi:10.1108/jsocm-09-2021-0221 · Cited by 113
Janssen, C., Swaen, V., & Du, S. (2022) · Journal of Business Research · doi:10.1016/j.jbusres.2022.07.005 · Cited by 42
Metadata
- Authors
- Green, T., & Peloza, J.
- Venue
- Journal of Advertising
- Publisher
- Informa UK Limited
- Published
- 2014-04-03
- Volume
- 43
- Issue
- 2
- Pages
- 128-141
- ISSN
- 0091-3367 (ISSN-L)
- 1557-7805
- OpenAlex
- W2078378013
- Cited by
- 282
- References
- 5
- FWCI
- 23.51
- Type
- journal article
- Language
- en
- Open access
- closed
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- Green, T., & Peloza, J. (2014). Finding the Right Shade of Green: The Effect of Advertising Appeal Type on Environmentally Friendly Consumption. Journal of Advertising. https://doi.org/10.1080/00913367.2013.834805
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