Strategies for environmental advertising

Strategies for environmental advertising 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Strategies for environmental advertising

Journal of Consumer Marketing, Volume 10 (2): 18 – Feb 1, 1993

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0736-3761
DOI
10.1108/07363769310039102
Publisher site
See Article on Publisher Site

Abstract

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

Journal of Consumer MarketingEmerald Publishing

Published: Feb 1, 1993

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