The marketplace in today's world is more dynamic than ever with the growing trends of environmentally-conscious business practices and products. The popular phrase of "going green" is used by many companies and organizations striving to provide environmentally safe products and services. With this growing industry, consumers are exposed to more and more "green" advertisements each day. However, many question if the practice of green advertising is worthwhile.
By looking at the way consumers react to different kinds of advertisements, it can be seen that green advertising is not always a smart choice. Researchers suggest that the reactions vary on many factors such as the type of consumers and the type of product.
This study analyzed the idea of green advertising versus non-green advertising based on the levels of high and low involvement products. An experiment was conducted using college students who completed a survey that presented a set of eight different advertisements for an array of brands and products. The participants included two groups made up of those who were exposed to green advertisements and those who were exposed to non-green advertisements. Both groups were shown the same set of four high involvement products and four low involvement products. The group of high involvement products included two kinds of cars and two kinds of laptops. The group of low involvement products included two kinds of pens and two kinds of bottled water.
The findings show that green advertisements work best with high involvement products. Unlike low involvement products, green advertising positively influences the consumers' attitude toward the advertisement and the brand, as well as purchase intention. Low involvement products did not have the same results and the influential power compared to high involvement products.
|Advisor:||Dinu, Lucian F.|
|Commitee:||Chung, Wonjun, Davie, William R.|
|School:||University of Louisiana at Lafayette|
|School Location:||United States -- Louisiana|
|Source:||MAI 52/05M(E), Masters Abstracts International|
|Subjects:||Communication, Environmental Studies, Mass communications|
|Keywords:||Advertising, Environmentally friendly, Green advertisements, Green advertising, Greenness|
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