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Article
Publication date: 7 August 2017

Mousami Prasad, Trupti Mishra, Arti D. Kalro and Varadraj Bapat

Environmental claims in advertising (green ads) provide competitive advantage to firms. This study aims to understand what kinds of environmental claims advertisers make…

Abstract

Purpose

Environmental claims in advertising (green ads) provide competitive advantage to firms. This study aims to understand what kinds of environmental claims advertisers make in a developing nation like India. Further, implications for policymakers and advertisers are discussed.

Design/methodology/approach

A content analysis of 279 green print advertisements was conducted using a comprehensive list of claim categories identified from the advertising literature. These categories included advertiser profile; ad promotions – type, sector, appeal; claim – nature, type, focus, validity, emphasis; executional elements – illustration setting, presenter, format/structure and environmental issue, identified from past studies and practitioner interviews.

Findings

The findings suggest that majority of the advertisers using green ads are manufacturers. Consumer durables, real estate and power sector together constitute one-third of the total green ads. Further, most of the green ads are aimed at influencing consumer behaviour. Though most of the ads contain strong emphasis on environmental attributes, they are ambiguous. A large proportion of claims are credence in nature and lack product identification through environmental certifications. This study also identifies areas of concern including interpretation of the term green, use of multiple certifications, greenwashing and advertisers showing environmental responsiveness through event-based green advertising. Policy recommendations are made based on green advertising regulations governing them across developed and other developing countries.

Research limitations/implications

The content analysis of the green advertisements in this study was limited to newspaper advertisements within the print media. Future studies may use advertisements from different media types, such as the internet ads and television commercials, to examine the effect of media type on the nature of green advertisements. It would also be interesting to examine the role of regulations as a moderator, influencing the claims made in green advertisements.

Practical implications

The findings of this study provide a comprehensive overview of the nature of green advertisements in India. Marketers may use these insights to design effective green advertising strategies.

Originality/value

Most of the extant literature has examined environmental claims in the context of developed nations, where regulations are well established. Very few studies have examined this issue in the context of developing countries. In addition, most of the previous studies have focused on specific issues like greenwashing, appeals and execution elements. The present study contributes to green advertising by examining environmental claims in case of a developing nation like India using a comprehensive list of claim categories. This study also identifies areas of concern and suggests recommendations for policymakers and advertisers.

Details

Social Responsibility Journal, vol. 13 no. 3
Type: Research Article
ISSN: 1747-1117

Keywords

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Article
Publication date: 9 October 2017

Krishna Malakar and Trupti Mishra

The purpose of this paper is to propose the application of Gini, Theil and concentration indices for measuring inequality in water usage.

Abstract

Purpose

The purpose of this paper is to propose the application of Gini, Theil and concentration indices for measuring inequality in water usage.

Design/methodology/approach

Gini coefficients and Theil indices have been used to estimate the overall inequality in domestic water use in a sample of 30 countries around the world. Along with Theil’s L (unweighted) index, liters per capita per day and gross national income weighted Theil index have also been estimated. Theil indices have been further disintegrated into within- and between-group inequalities. Concentration curve is also constructed to study the inequality in water use in accordance to the countries’ economic standing.

Findings

Domestic water use is high among the well-off countries considered in the study. Also, the Theil indices indicate that between group inequality contributes more to the overall inequality. It is observed that Theil indices, which consider only per capita water usage and can be decomposed, give a better insight into the existing inequality.

Practical implications

Different approaches were used to quantify inequality. The choice of index depends on the context of the study. The proposed approaches can contribute to planning of sustainable water management and development policies.

Originality/value

There is a dearth of metrics for quantifying inequality in water access or use. The study presents the application of indices, widely used in quantifying inequality in access to other resources such as income and energy, in assessing water inequality.

Details

International Journal of Social Economics, vol. 44 no. 10
Type: Research Article
ISSN: 0306-8293

Keywords

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