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Which Company is the Best for Green Advertising?: The Effects of Green Advertising on Cosumer Response Focused on Advertiser Characteristics

Title
Which Company is the Best for Green Advertising?: The Effects of Green Advertising on Cosumer Response Focused on Advertiser Characteristics
Author
한상필
Keywords
Advertiser’s Green Credibility; Effects of Green Advertising; Environmental ad Claim; Green Marketing
Issue Date
2015-04
Publisher
Indian Society for Education and Environment
Citation
Indian Journal of Science and Technology, v. 8, No. 7, Page. 414-422
Abstract
This study examines the effects of green ads on consumer responses focused on an advertiser’s green characteristics, which is found to be an important variable. By applying a 2 × 2 × 2 factorial design using 472 subjects in Korea, this study demonstrates that the three independent variables of green ad claims, green source credibility, and green product attributes exert a significant main effect on an ad’s effectiveness. This study also shows that these three factors in combination exhibit no significant interaction effect on ad effectiveness, but an interaction effect was found between an advertiser’s green credibility and its product’s green attributes on consumer attitudes toward an advertisement. These empirical findings remind marketers of the importance of environmental credibility, the environmental attributes of a product, and environmental claims for advertising. Marketers should take these variables into account when designing environmental claims for advertisements.
URI
http://www.indjst.org/index.php/indjst/article/view/70913https://repository.hanyang.ac.kr/handle/20.500.11754/100810
ISSN
0974-6846; 0974-5645
DOI
10.17485/ijst/2015/v8iS7/70913
Appears in Collections:
COLLEGE OF COMMUNICATION[E](언론정보대학) > ADVERTISING & PUBLIC RELATIONS(광고홍보학과) > Articles
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