Strategies for environmental advertising
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.
Keywords
Citation
Davis, J.J. (1993), "Strategies for environmental advertising", Journal of Consumer Marketing, Vol. 10 No. 2, pp. 19-36. https://doi.org/10.1108/07363769310039102
Publisher
:MCB UP Ltd
Copyright © 1993, MCB UP Limited