Cited by 54Environmental Sustainability in BusinessClimate Change Communication and PerceptionCorporate Social Responsibility and Sustainability

Perspectives: Advertising and climate change – Part of the problem or part of the solution?

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Hartmann, Patrick, Marcos, Aitor, Castro, Juana, Apaolaza, Vanessa·2023·International Journal of Advertising

Abstract

The advertising industry has a direct carbon footprint but also contributes to climate change by stimulating unsustainable economic growth, promoting climate-harmful consumerism, and greenwashing polluting products and companies. However, advertising can also play a pivotal role in fighting climate change. The advertising industry can reduce its carbon footprint, fight greenwashing, and cut ties with polluting clients and industries. Green advertising can shift consumers away from climate-harmful consumption patterns toward a low-carbon culture by providing accurate information and leveraging psychological processes such as moral satisfaction, nature experiences, and fear responses, among others. For advertising research to play a significant role in this paradigm shift, it should focus more specifically on climate-relevant behaviours instead of on general green consumer behaviour, and adopt a more holistic approach to analyze the role of advertising not only in influencing individual consumers’ decisions but also in sustaining a cultural narrative that promotes climate protection.

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Research works printed but not linked: 5

  1. Derudder, K. 2021. "What is the environmental footprint for social media applications?" 2021 edition. Greenspector. https://greenspector.com/en/social-media-2021/.
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Authors
Hartmann, P., Marcos, A., Castro, J., & Apaolaza, V.
Affiliations
  • University of the Basque Country (ES)
  • Institute of Environmental Science and Technology, Universitat Autònoma de Barcelona, Bellaterra, Spain
Corresponding author
Hartmann, Patrick
Venue
International Journal of Advertising
Published
2022-11-11
Volume
42
Issue
2
Pages
430-457
ISSN
  • 0265-0487 (ISSN-L)
  • 1759-3948
OpenAlex
W4308842459
Cited by
54
References
124
Citations by year
2026: 10 · 2025: 20 · 2024: 18 · 2023: 6
FWCI
8.79
Type
journal article
Language
en
Open access
Locations
  • International Journal of Advertising (publishedVersion, cc-by-nc-nd)
  • Communities in ADDI (University of the Basque Country) (submittedVersion, cc-by-nc-nd)
  • Dipòsit Digital de Documents de la UAB (Universitat Autònoma de Barcelona) (submittedVersion, cc-by-nc-nd)
  • Hispana (submittedVersion, cc-by-nc-nd)
Funders
  • Spanish Government and European Regional Development Fund (-, 86OB-I00 AEI/FEDER UE)
  • Basque Government (-22, PRE-, -2-)
  • FESIDE Foundation
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
  • Social Sciences › Sociology and Political Science › Climate Change Communication and Perception
  • Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Corporate Social Responsibility and Sustainability
Keywords
greenwashing, green advertising, sustainable consumption, climate change mitigation, moral satisfaction, fear appeals, nature experience

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