Journal of Advertising articles from June 1995

Journal of Advertising archives from June 1995

Green advertising and the reluctant consumer.(Special Issue on Green Advertising)
June 22, 1995... The Greening of Corporate America A wide variety of technological breakthroughs in the late 19th and 20th centuries have transformed the human world. These breakthroughs include advances in media (e.g., the television), communication (e.g.,...

Green advertising: salvation or oxymoron?(Special Issue on Green Advertising)
June 22, 1995... The purpose of this paper is to clarify the nature of green advertising, thus demonstrating that the concept is far more complex than the extant marketing literature suggests. Green is characterized here as a two d dimensional concept with...

Agency review of environmental marketing claims: case-by-case decomposition of the issues.(Special Issue on Green Advertising)
June 22, 1995... Since the late 1980s, marketers have been responding to consumer concern about the natural environment by making a variety of environmental appeals in their advertising and labeling. Products touting an environmental advantage accounted for 2.8%...

Green or non-green? Does type of appeal matter when advertising a green product?(Special Issue on Green Advertising)
June 22, 1995... Recent polls show that nearly 90% of American consumers are concerned about the environmental impact of what they buy (Cramer 1991). In response, companies are modifying existing products and developing new ones to be less harmful to the...

The baby is sick/the baby is well: A test of environmental communication appeals. (includes appendices)(Special Issue on Green Advertising)
June 22, 1995... The "sick baby" appeal is a common basis for communications in social marketing. The sick baby appeal focuses on the importance of the issue and the severity of the need for help. Ellen et al. (1991) and Fine (1990) proposed that, when concern is...

Buyer Characteristics of the Green Consumer and Their Implications for Advertising Strategy.
June 22, 1995... The authors construct a psychographic profile of the green consumer in terms of variables directly related to purchase behavior, such as price consciousness and general care in shopping, interest in new products, and brand loyalty....