Escolar Documentos
Profissional Documentos
Cultura Documentos
Advertising
Inform
Remind
persuade
Green advertising
create awareness and
tentative strong attitudes
towards brands and
companies
Conservationism
Preservationism
Radicalism Eco-logism
(source: William ,1995)
GREEN CONSUMERS
feelings judgments
(affect) (cognition)
=
ad attitude → brand belief
Product’s
Green-Claim
Green
Strength
Evaluation
Environmental Likelihood
Knowledge of Purchase
Company’s
Country
Green
Disposition
Image
Chase, D., and Smith, T. (1992), “Consumer’s keen on green but marketers
don’t deliver,’ Advertising Age, Vol. 63 (June, 29), pp. 2-4.
Kilbourne, W. (1995), “Green advertising: Salvation or Oxymoron?”, Journal
of Advertising, Vol. 24, No. 2, pp. 7-19.
Shimp, Terence A., Promotion Management & Marketing Communications,
3rd ed.. The Dryden Press, Fort Worth, TX. 1993.
Les Carlson, Stephen J. Grove, Russell N., Laczniak, NormanKangun
(1996),’Does Environmental Advertising Reflect Integrated Marketing
Communications?:An Empirical Investigation’, Journal of Business
Research , Vol 37, pp 225-232.
Thank You For Your Time
and
Have a “Green” Day