TY  - JOUR
AB  - 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.
VL  - 10
IS  - 2
SN  - 0736-3761
DO  - 10.1108/07363769310039102
UR  - https://doi.org/10.1108/07363769310039102
AU  - Davis Joel J.
PY  - 1993
Y1  - 1993/01/01
TI  - Strategies for environmental advertising
T2  - Journal of Consumer Marketing
PB  - MCB UP Ltd
SP  - 19
EP  - 36
Y2  - 2024/04/25
ER  -