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The role of firm’s commitment to the environment in green advertising for the sustainable markets Dong Jae (Jay) Lim

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 […]

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