The role of firm’s commitment to the environment in green advertising for the sustainable markets

Abstract: We investigated factors influencing consumers’ evaluations of ads for sustainable luxury products and found that their attitudes were subject to two types of environmental messages: depictions of firms’ own eco-friendly efforts and calls on consumers to recycle. This investigation presents clear evidence that in luxury advertising, green ads can effectively influence consumers when they not only request that consumers make environmental efforts but emphasize the firms’ own efforts.

Related Research

Learning the dangers of storm surges in virtual reality: Coastal leaders’ attitudes toward VR as a risk communication tool
Frank, Alexandra (former Grady Ph.D. student), Baldwin, Joshua(former Grady Postdoctoral Research Associate), Browning, M. H., Yuan, S., and Sun Joo (Grace)Ahn (in press). “Learning the dangers of storm surges in virtual reality: Coastal leaders’ […]

Learn More Learn More about Learning the dangers of storm surges in virtual reality: Coastal leaders’ attitudes toward VR as a risk communication tool
Translating children’s environmental health science using virtual environments: A community-based participatory research approach
Hatfield, Haley (former Grady Ph.D. student), Mutic, A., Barnes, M., Smith, G., & Sun Joo (Grace) Ahn (in press). “Translating children’s environmental health science using virtual environments: A community-based participatory research […]

Learn More Learn More about Translating children’s environmental health science using virtual environments: A community-based participatory research approach