The role of firm’s commitment to the environment in green advertising for the sustainable markets
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
-
Can They love Each Other? It Depends: Gendered Representation of Age Difference in TelenovelasCarolina Acosta-Alzuru with Louis, A. & Loxham, A. Gender and TV in Iberia and Latin America: Identities and Social Change. Bloombury.
-
Under 35 writers/directors collectiveNeil Landau was a special online guest for a panel on behalf of the Under 35 writers/directors collective formed by the three major guilds of authors in Italy, WGI (Writers’ Guild […]