Green advertising effects on attitude and choice of advertising themes

Abstract

The aims of this article is to analyse whether there are differences in green advertisement attitudes between high involved and low involved consumers, to compare high and low involvement consumer’s cognitive responses and affective responses towards advertisements and examine the extent of the importance on certain themes that both high involvement and low involvement consumers consider. Themes such as company image, environmental labels, and product recycling symbols. A random sample of 207 consumers was taken from Victoria (Australia). The study shows that there are differences between the two groups in terms of their attitude towards green advertising with respect to all the dimensions and the low involved customers appear to have a stronger disregard for the green advertising across all the perceptive measures towards green advertising. The findings provide useful insights to practitioners as to the type of themes preferred for green advertising.

Citation

D’Souza, C. and Taghian, M. (2005), "Green advertising effects on attitude and choice of advertising themes", Asia Pacific Journal of Marketing and Logistics, Vol. 17 No. 3, pp. 51-66. https://doi.org/10.1108/13555850510672386