Strategies for environmental advertising
- 1 February 1993
- journal article
- Published by Emerald Publishing in Journal of Consumer Marketing
- Vol. 10 (2), 19-36
- https://doi.org/10.1108/07363769310039102
Abstract
Considers reasons why consumer response has, at best, been mixed with regard to “Green” marketing. Proposes reasons why consumer response has not been overwhelmingly positive and then, based on a review of key research findings, presents guidelines for the development of three components of environmental product advertising: the specificity of the environmental claim, the level of emphasis given the environmental claim and the context for presenting the claim.Keywords
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