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Journal cover: Journal of Consumer Marketing

Journal of Consumer Marketing

ISSN: 0736-3761

Online from: 1984

Subject Area: Marketing

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Strategies for environmental advertising


Document Information:
Title:Strategies for environmental advertising
Author(s):Joel J. Davis
Citation:Joel J. Davis, (1993) "Strategies for environmental advertising", Journal of Consumer Marketing, Vol. 10 Iss: 2, pp.19 - 36
Keywords:Advertising, Consumer attitudes, Consumer behaviour, Environment, Marketing
DOI:10.1108/07363769310039102 (Permanent URL)
Publisher:MCB UP Ltd
Abstract: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.


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