A Content Analysis of Environmental Advertising Claims: A Matrix Method Approach

TLDR

Environmental advertising is increasingly prominent as consumers grow concerned about the environment, yet systematic examination of such claims has been limited. The study aims to develop a matrix that classifies environmental advertising claims and assesses their potential to be misleading or deceptive. The authors combine two classification schemes to construct this matrix. Claims praising product environmental benefits and those enhancing an organization’s environmental image are most likely to be deemed misleading or deceptive.

Abstract

Abstract As organizations seek to communicate with consumers who are concerned about the environment, advertisements containing environmental claims are becoming more prominent. While much has been written about environmental advertising, this phenomenon has seldom been examined systematically. This paper presents an empirical study which combines two classification schemes to create a matrix that identifies different types of environmental claims and the likelihood that such claims will be judged as misleading and/or deceptive. Results suggest that those claims which extol the environmental benefits of products and those that are designed to enhance the environmental image of an organization are most prone to be considered misleading and/or deceptive. Methods for improving environmental advertising are suggested.