The impact of green appeals on credibility: a mixed-method approach

Year of publication: 2012
Author(s): De Vlieger L.; Hudders L. & Verleye G.
Appeared in: 11th International conference on Research in Advertising (ICORIA 2012) : The changnig rolse of avderitsing

Abstract

Many advertisers use green advertisements to convey their products’ and company’s responsibility towards the environment. However, previous studies suggest that consumers are skeptic towards such claims. As credibility is an important indicator of ad effectiveness, the current paper investigates the impact of green advertising on credibility by relating the green characteristics of advertisements to perceived credibility. In general, results of a quantitative study indicate that level of greenness has a positive impact, while environmental involvement has a negative impact on the credibility of green advertisements.

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