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.

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Keith Wilson was selected to join the 2024 Academy of Motion Picture Arts and Sciences (also known as the Oscars).

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“Video catalyzing misinformation online: The effects of message modality and source type on perceived misinformation credibility, health attitudes and behaviors.”
Ivanka Pjesivac, Sohyun Park (Ph.D. student) & Alexia Little (Ph.D. student) received the Visual Communication Division’s Top Faculty paper award for “Video catalyzing misinformation online: The effects of message modality and source […]

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