International environmental marketing claims

Michael Jay Polonsky (Department of Management, University of Newcastle, Newcastle, Australia)
Les Carlson (Department of Marketing, Clemson University, Clemson, USA)
Stephen Grove (Department of Marketing, Clemson University, Clemson, USA)
Norman Kangun (Division of Management and Marketing, University of Texas at San Antonio, Texas, USA)

International Marketing Review

ISSN: 0265-1335

Publication date: 1 August 1997


Examines the differences in types of environmental claims used in advertisements in Australia, Canada, the UK and USA. The advertisements are examined using a content analysis schema with four categories (product orientation, process orientation, image orientation or environmental fact) which have been developed and reported in the literature. The four types of environmental advertisements can be “compressed” into two groups: substantive claims (product and process based) and posturing claims (image and environmental fact based). Suggests that claims in advertisements may be a proxy for firm behaviour and therefore firms using substantive claims in their advertisements are more environmentally involved than firms using posturing claims in their advertisements. Finds that US advertisements use the most posturing claims and least substantive claims, with Australian advertisements using the most substantive claims and least posturing claims. This may suggest that US firms (i.e. the companies making these claims) are less environmentally involved compared with firms in the three other countries examined.



Polonsky, M., Carlson, L., Grove, S. and Kangun, N. (1997), "International environmental marketing claims", International Marketing Review, Vol. 14 No. 4, pp. 218-232.

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Copyright © 1997, MCB UP Limited

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