Online from: 1984
Subject Area: Marketing
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|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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