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Consumer Response to Corporate Environmental Advertising

Consumer Response to Corporate Environmental Advertising An overwhelming majority of consumers have stated that their product purchase decisions are, at least in part, influenced by their view of the parent company′s environmental concern and image as an environmental “good citizen”. In response to this, national and local manufacturers and retailers have presented a variety of environmentally‐themed corporate ads designed to improve their corporation′s environmental image. Explores the ability of three types of corporate environmental messages to influence consumers′ attitudes toward the corporation and the corporation′s products. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Consumer Response to Corporate Environmental Advertising

Journal of Consumer Marketing , Volume 11 (2): 13 – Jun 1, 1994

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Publisher
Emerald Publishing
Copyright
Copyright © 1994 MCB UP Ltd. All rights reserved.
ISSN
0736-3761
DOI
10.1108/07363769410058902
Publisher site
See Article on Publisher Site

Abstract

An overwhelming majority of consumers have stated that their product purchase decisions are, at least in part, influenced by their view of the parent company′s environmental concern and image as an environmental “good citizen”. In response to this, national and local manufacturers and retailers have presented a variety of environmentally‐themed corporate ads designed to improve their corporation′s environmental image. Explores the ability of three types of corporate environmental messages to influence consumers′ attitudes toward the corporation and the corporation′s products.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Jun 1, 1994

Keywords: Advertising; Consumer attitudes; Corporate image; Environment; Grants; Market research; Product information; Surveys

References