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Strategies for environmental advertising

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 February 1993

2719

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

Citation

Davis, J.J. (1993), "Strategies for environmental advertising", Journal of Consumer Marketing, Vol. 10 No. 2, pp. 19-36. https://doi.org/10.1108/07363769310039102

Publisher

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MCB UP Ltd

Copyright © 1993, MCB UP Limited

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