Journal of Advertising · 1995 · 343 citations · 5 references
BusinessMarketingMarketing ManagementAdvertisingConsumer BehaviorEnvironmental AttitudesAdvertising EthicsAdvertising PersuasionAdvertising PsychologyEnvironmental CommunicationEnvironmental StrategyMarketing EthicsAdvertising IndustryConsumer Attitudes Toward AdsConsumer EnvironmentalismCustomer SegmentsGreen Advertising AppealsGreen Purchase BehaviorGreen Purchasing AttitudesSustainable Marketing
Abstract As ecological concerns evolve and diffuse throughout society, advertisers are interested in developing green (i.e., environmental) messages and are interested in targeting green customer segments. Unfortunately for advertisers, many green consumers have negative attitudes about business, and they often have negative impressions of the advertising industry. Here, this dilemma is examined from a variety of perspectives.
5