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Journal cover: International Marketing Review

International Marketing Review

ISSN: 0265-1335

Online from: 1983

Subject Area: Marketing

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Evaluating the green advertising practices of international firms: a trend analysis


Document Information:
Title:Evaluating the green advertising practices of international firms: a trend analysis
Author(s):Leonidas C. Leonidou, (University of Cyprus, Nicosia, Cyprus), Constantinos N. Leonidou, (Leeds University Business School, University of Leeds, Leeds, UK), Dayananda Palihawadana, (Leeds University Business School, University of Leeds, Leeds, UK), Magnus Hultman, (Leeds University Business School, University of Leeds, Leeds, UK)
Citation:Leonidas C. Leonidou, Constantinos N. Leonidou, Dayananda Palihawadana, Magnus Hultman, (2011) "Evaluating the green advertising practices of international firms: a trend analysis", International Marketing Review, Vol. 28 Iss: 1, pp.6 - 33
Keywords:Advertising, Environmental management, Green marketing, International marketing
Article type:Research paper
DOI:10.1108/02651331111107080 (Permanent URL)
Publisher:Emerald Group Publishing Limited
Abstract:

Purpose – Consumer scepticism about the credibility of green advertising around the world is growing. The article aims to provide a comprehensive assessment and trend analysis of green advertising practices of international firms over a 20-year period.

Design/methodology/approach – The study identifies 473 international green advertisements during the 1988-2007 period and content-analyses them on five major axes: advertiser profile, targeting features, message aspects, copy characteristics, and situation points.

Findings – The content analysis reveals significant trends in all major areas examined and identifies important interaction effects between certain dimensions of green advertisements.

Research limitations/implications – The findings could be augmented by combining them with changes in the external environment, input from consumers about advertising effectiveness, the views of advertisers and advertising agencies, and secondary data referring to the performance of the specific company/product advertised.

Originality/value – Green advertising research mainly focuses on domestic rather than international advertisements; examines important issues in isolation from other issues; partially analyses message, copy, and situation characteristics; and covers a short period. This study fills these gaps by systematically evaluating international green advertisements over a long period and using an integrated framework of analysis that is based on the extant literature. It also explores potential interaction effects between key dimensions describing these advertisements.



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Qualitative research in international marketing.