Considers reasons why consumer response has, at best, been mixedwith regard to Green marketing. Proposes reasons whyconsumer response has not been overwhelmingly positive and then, basedon a review of key research findings, presents guidelines for thedevelopment of three components of environmental product advertisingthe specificity of the environmental claim, the level of emphasis giventhe environmental claim and the context for presenting the claim.
Journal of Consumer Marketing – Emerald Publishing
Published: Feb 1, 1993
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