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Consumer Response to Corporate Environmental Advertising

Joel J. Davis (Associate Professor in the School of Communications, Department of Journalism, San Diego State University, San Diego, CA, USA.)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 June 1994

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Abstract

An overwhelming majority of consumers have stated that their product purchase decisions are, at least in part, influenced by their view of the parent company′s environmental concern and image as an environmental “good citizen”. In response to this, national and local manufacturers and retailers have presented a variety of environmentally‐themed corporate ads designed to improve their corporation′s environmental image. Explores the ability of three types of corporate environmental messages to influence consumers′ attitudes toward the corporation and the corporation′s products.

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Citation

Davis, J.J. (1994), "Consumer Response to Corporate Environmental Advertising", Journal of Consumer Marketing, Vol. 11 No. 2, pp. 25-37. https://doi.org/10.1108/07363769410058902

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MCB UP Ltd

Copyright © 1994, MCB UP Limited