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.