TY - JOUR
T1 - Is your product really green? A content analysis to reassess green advertising
AU - Segev, Sigal
AU - Fernandes, Juliana
AU - Hong, Cheng
N1 - Publisher Copyright:
© 2016 American Academy of Advertising.
PY - 2016/1/2
Y1 - 2016/1/2
N2 - This article investigates the changes in green advertising by conceptually replicating and extending Carlson, Grove, and Kangun's 1993 study. A content analysis of 433 unique ads from 18 magazine titles published in 2009 and 2010 demonstrates that advertisers attempted to address growing public concern for the environment and the demand for green products and services as emerge from the analyses of the ads' target, objective, and the executional elements. Contrary to Carlson, Grove, and Kangun's findings, the majority of environmental claims were deemed acceptable, implying a trend toward more trustworthy and reliable green advertising.
AB - This article investigates the changes in green advertising by conceptually replicating and extending Carlson, Grove, and Kangun's 1993 study. A content analysis of 433 unique ads from 18 magazine titles published in 2009 and 2010 demonstrates that advertisers attempted to address growing public concern for the environment and the demand for green products and services as emerge from the analyses of the ads' target, objective, and the executional elements. Contrary to Carlson, Grove, and Kangun's findings, the majority of environmental claims were deemed acceptable, implying a trend toward more trustworthy and reliable green advertising.
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U2 - 10.1080/00913367.2015.1083918
DO - 10.1080/00913367.2015.1083918
M3 - Article
AN - SCOPUS:84956573383
VL - 45
SP - 85
EP - 93
JO - Journal of Advertising
JF - Journal of Advertising
SN - 0091-3367
IS - 1
ER -