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The Effectiveness of Green Advertising: Influences of Claim Specificity, Product’s Environmental Relevance and Consumers’ Pro-environmental Orientation

Author

Listed:
  • Umit Alniacik

    (Kocaeli University, Turkey)

  • Cengiz Yilmaz

    (Middle East Technical University, Turkey)

Abstract

This study investigates the influences of claim specificity, the product’s environmental relevance, and the respondents’ proenvironmental orientation on the effectiveness of green advertising among Turkish consumers. An experimental study is conducted using hypothetical print advertisements for two product categories (laundry machines as a high relevance product; DVD player as a low relevance product). Findings indicate that the specificity of the green claim does not exert a significant effect on consumer evaluations towards high relevance product advertisement, while specific green claims significantly improve the communication effectiveness of the low environmental relevance product advertisement. The theoretical and managerial implications of these findings are discussed.

Suggested Citation

  • Umit Alniacik & Cengiz Yilmaz, 2012. "The Effectiveness of Green Advertising: Influences of Claim Specificity, Product’s Environmental Relevance and Consumers’ Pro-environmental Orientation," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 14(31), pages 207-222, February.
    • Handle: RePEc:aes:amfeco:v:14:y:2012:i:31:p:207-222
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    References listed on IDEAS

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    1. Laurentiu Dan Anghel & Georgiana Florentina Grigore & Mihai Roşca, 2011. "Cause-Related Marketing, Part of Corporate Social Responsibility and Its Influence upon Consumers’ Attitude," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 13(29), pages 72-85, February.
    2. Ken Peattie, 2001. "Golden goose or wild goose? The hunt for the green consumer," Business Strategy and the Environment, Wiley Blackwell, vol. 10(4), pages 187-199, July.
    3. Ford, Gary T & Smith, Darlene B & Swasy, John L, 1990. "Consumer Skepticism of Advertising Claims: Testing Hypotheses from Economics of Information," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(4), pages 433-441, March.
    4. Goldberg, Marvin E & Hartwick, Jon, 1990. "The Effects of Advertiser Reputation and Extremity of Advertising Claim on Advertising Effectiveness," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(2), pages 172-179, September.
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    Cited by:

    1. Meenakshi Sharma & Akanksha Choubey, 2022. "Green banking initiatives: a qualitative study on Indian banking sector," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 24(1), pages 293-319, January.
    2. Janssen, Catherine & Swaen, Valérie & Du, Shuili, 2022. "Is a specific claim always better? The double-edged effects of claim specificity in green advertising," Journal of Business Research, Elsevier, vol. 151(C), pages 435-447.
    3. Mihaela Kardos & Manuela Rozalia Gabor & Nicoleta Cristache, 2019. "Green Marketing’s Roles in Sustainability and Ecopreneurship. Case Study: Green Packaging’s Impact on Romanian Young Consumers’ Environmental Responsibility," Sustainability, MDPI, vol. 11(3), pages 1-12, February.
    4. Constanza Cespedes-Dominguez & Cristobal Fernandez-Robin & Scott McCoy, 2021. "The Effects of Celebrity Characteristics on Purchase Intentions: A Focus on Consumer Concern of Environmental Issues," Sustainability, MDPI, vol. 13(8), pages 1-17, April.
    5. Aleksandra Kowalska & Monika Ratajczyk & Louise Manning & Milena Bieniek & Radosław Mącik, 2021. "“Young and Green” a Study of Consumers’ Perceptions and Reported Purchasing Behaviour towards Organic Food in Poland and the United Kingdom," Sustainability, MDPI, vol. 13(23), pages 1-23, November.

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    More about this item

    Keywords

    advertisement effectiveness; claim specificity; experimental design; green advertising; product environmental relevance;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q56 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth

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