Predispositions toward Green Issues: The Potential Efficacy of Advertising Appeals
1996; Taylor & Francis; Volume: 18; Issue: 1 Linguagem: Inglês
10.1080/10641734.1996.10505041
ISSN2164-7313
AutoresMarla Royne Stafford, Thomas F. Stafford, Jhinuk Chowdhury,
Tópico(s)Consumer Behavior in Brand Consumption and Identification
ResumoAbstract Green advertising appeals have become increasingly popular as more and more environmentally friendly products are introduced. Consequently, identifying which green appeals are the most effective becomes a critical issue. This study used two samples to examine the potential efficacy of seven distinct green issues as advertising appeals. Results suggest that health-oriented green appeals might be the most effective advertising message strategies for the young college-educated students. Results also indicate that although working adults might prefer health, waste, and energy issues, the older group may not be as sensitive to distinct green issues. In addition, the findings indicate that college women may be more responsive than college men to waste and wildlife appeals.
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