Consumer Response to Corporate Environmental Advertising

Abstract

An overwhelming majority of consumers have stated that their product purchase decisions are, at least in part, influenced by their view of the parent company's environmental concern and image as an environmental “good citizen”. In response to this, national and local manufacturers and retailers have presented a variety of environmentally-themed corporate ads designed to improve their corporation's environmental image. Explores the ability of three types of corporate environmental messages to influence consumers' attitudes toward the corporation and the corporation's products.