Is Your Product Really Green? A Content Analysis to Reassess Green Advertising
Abstract
This article investigates the changes in green advertising by conceptually replicating and extending Carlson, Grove, and Kangun's 1993 study. A content analysis of 433 unique ads from 18 magazine titles published in 2009 and 2010 demonstrates that advertisers attempted to address growing public concern for the environment and the demand for green products and services as emerge from the analyses of the ads' target, objective, and the executional elements. Contrary to Carlson, Grove, and Kangun's findings, the majority of environmental claims were deemed acceptable, implying a trend toward more trustworthy and reliable green advertising.
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Greenwashing practices have generally declined since the end of the 1990s.
“Although recent evidence suggests that greenwashing practices have generally declined since the end of the 1990s (Segev, Fernandes, and Hong 2016), greenwashing remains prevalent in advertising (e.g., Baum 2012).”
From Misleading Consumers with Green Advertising? An Affect–Reason–Involvement Account of Greenwashing Effects in Environmental Advertising (2018) · cites this paper as Segev, Fernandes, and Hong 2016
The use of nature-evoking imagery is a key characteristic of many ads for purported environmentally friendly products.
“Although the use of nature-evoking imagery is a key characteristic of many ads for purported environmentally friendly products (Segev, Fernandes, and Hong 2016), few studies have investigated how such imagery contributes to the deception of consumers with misleading claims.”
From Misleading Consumers with Green Advertising? An Affect–Reason–Involvement Account of Greenwashing Effects in Environmental Advertising (2018) · cites this paper as Segev, Fernandes, and Hong 2016
Few studies have investigated how nature-evoking imagery contributes to the deception of consumers with misleading claims.
“Although the use of nature-evoking imagery is a key characteristic of many ads for purported environmentally friendly products (Segev, Fernandes, and Hong 2016), few studies have investigated how such imagery contributes to the deception of consumers with misleading claims.”
From Misleading Consumers with Green Advertising? An Affect–Reason–Involvement Account of Greenwashing Effects in Environmental Advertising (2018) · cites this paper as Segev, Fernandes, and Hong 2016
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Li, M. (2025) · International Journal of Advertising · doi:10.1080/02650487.2025.2450159 · Cited by 5 · see citing works
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Gilliam, D. A., Muñoz, J. R., Jiménez, F. R., Kim, S., & Kyle, C. (2021) · Journal of Business-to-Business Marketing · doi:10.1080/1051712x.2021.1974166 · Cited by 5 · see citing works
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DIŞA DÖNÜKLÜK VE YEŞİL REKLAMA YÖNELİK TUTUMLARIN YEŞİL SATIN ALMA NİYETİNE ETKİSİ
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- Authors
- Segev, S., Fernandes, J., & Hong, C.
- Affiliations
- Florida International University (US)
- University of Miami (US)
- Corresponding author
- Segev, Sigal
- Venue
- Journal of Advertising
- Publisher
- Informa UK Limited
- Published
- 2015-10-16
- Volume
- 45
- Issue
- 1
- Pages
- 85-93
- ISSN
- 0091-3367 (ISSN-L)
- 1557-7805
- OpenAlex
- W2282472114
- Cited by
- 128
- References
- 39
- Citations by year
- 2026: 11 · 2025: 15 · 2024: 11 · 2023: 20 · 2022: 20 · 2021: 17 · 2020: 14 · 2019: 6 · 2018: 6 · 2017: 6 · 2016: 2
- FWCI
- 11.60
- 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 › Marketing and Advertising Strategies
- Social Sciences › Business, Management and Accounting › Strategy and Management › Corporate Social Responsibility Reporting
- Keywords
- green advertising, environmental claims, greenwashing, environmental concern, advertising effectiveness, magazine advertising, green products
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Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
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