Green advertising and its impact on environmentally friendly consumption choices: A review

J. Krstić, Milica Kostić-Stanković, Jelena Cvijović
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引用次数: 4

Abstract

Research on various environmental topics, among which is the topic of green advertising, has been growing during last three decades, but it is yet to gain its full potential. Since the topic of green advertising has been gaining rising attention of scholars, the body of knowledge on this topic has been growing as well. Green advertising in general aims to promote products produced in an environmentally-friendly manner, or to promote advertiser's corporate responsibility toward an environment. The evaluation of green advertising effectiveness is necessary in order to stimulate cognitive and affective reactions of consumers to green advertisements, as well as their subsequent environmentally friendly behaviour. This article contains the review of the relevant literature on the topic of green advertising effectiveness. The findings of the literature review indicate that green advertising represents an effective communication means to influence consumers' attitudes and behaviour, even though its effectiveness is often mediated by certain factors, like: consumers' environmental consciousness, consumers' regulatory focus, consumers' scepticism, claim type.
绿色广告及其对环境友好型消费选择的影响:综述
在过去的三十年中,对各种环境主题的研究,其中包括绿色广告的主题,一直在增长,但尚未充分发挥其潜力。随着绿色广告这一话题越来越受到学者们的关注,关于这一话题的知识体系也在不断增长。绿色广告一般旨在宣传以环保方式生产的产品,或宣传广告商对环境的企业责任。为了激发消费者对绿色广告的认知和情感反应,以及他们随后的环境友好行为,评估绿色广告的有效性是必要的。本文对绿色广告效果的相关文献进行了综述。文献综述的结果表明,绿色广告是影响消费者态度和行为的有效传播手段,尽管其有效性往往受到某些因素的中介,如:消费者的环境意识、消费者的监管焦点、消费者的怀疑态度、索赔类型。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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