IDEAS home Printed from
MyIDEAS: Log in (now much improved!) to save this paper

Advertising Media and the Green Environmental Aspect

Listed author(s):
  • Rademaker, Claudia A.


    (Department of Marketing and Strategy, Center for Media and Economic Psychology)

Registered author(s):

    Previous research has shown that consumer trust in advertising is low and continues to diminish. Researchers have also found that a big share of advertising investments is placed in less favorable media which can contribute to consumers’ increasing disbelief towards advertising. The results of the present study add to these previous findings by showing that the consumers’ trust levels in advertising vary among the 11 different media studied and that the marketing managers’ beliefs about consumers are not consistent with the consumers’ attitudes toward and usage of advertising media. Ignoring this phenomenon may have consequences for companies investing in less favorable media and thereby adding to consumers’ increasing disbelief towards advertising. The greatest discrepancy was found for ads on TV. The marketing managers seem to believe incorrectly that ads on TV are not only more trusted but also more used by consumers than the consumers claim. The consumers were found to have more negative attitudes toward TV advertising than what the marketing managers believe about consumers. TV is also perceived by the consumers as more harmful for the green environment than the marketing managers believe about consumers. The results show that the consumers have more positive attitudes toward direct marketing than the marketing managers believe about them. The consumers perceive direct marketing as better, less irritating and less harmful for the environment compared to the marketing managers’ beliefs about them. In addition, the consumers claim to make more use of ads in many of the paper-based media than TV advertising when they want to buy different products. This was found to be not consistent with the marketing managers’ beliefs about consumers. The consumers were found to have more negative attitudes toward advertising through the mobile phone than the marketing managers believe about consumers. Advertising through the mobile phone is considered by the consumers as one of the worst, most irritating and least trusted medium among the 11 advertising media studied. Moreover, the consumers consider the mobile phone to be more harmful for the green environment compared to the marketing managers’ beliefs about consumers. The results also show that the marketing managers feel more personal responsible towards caring for the green environment than the consumers. In addition, both the marketing managers and the consumers were found to have equally high demands and expectations of organizations to act responsibly toward the green environment. This contradicts previous findings that showed that the green environmental aspect is among the factors that are the least considered when marketing managers work with marketing communication in general and advertising media selection in particular. Furthermore, this study found that green environmental responsibility attitude (GERA) is weakly related to the perception on the green environmental aspect of advertising media. Thus, the discrepancies found in this study between the consumers and marketing managers regarding their green environmental perceptions on the 11 different advertising media should be explained by other factors.

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

    File URL:
    Download Restriction: no

    Paper provided by Stockholm School of Economics in its series SSE/EFI Working Paper Series in Business Administration with number 2011:8.

    in new window

    Length: 47 pages
    Date of creation: 07 Dec 2011
    Handle: RePEc:hhb:hastba:2011_008
    Contact details of provider: Postal:
    The Economic Research Institute, Stockholm School of Economics, P.O. Box 6501, SE 113 83 Stockholm, Sweden

    Phone: +46-(0)8-736 90 00
    Fax: +46-(0)8-31 01 57
    Web page:

    More information through EDIRC

    References listed on IDEAS
    Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:

    in new window

    1. Pham, Michel Tuan & Johar, Gita Venkataramani, 1997. " Contingent Processes of," Journal of Consumer Research, Oxford University Press, vol. 24(3), pages 249-265, December.
    Full references (including those not matched with items on IDEAS)

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    When requesting a correction, please mention this item's handle: RePEc:hhb:hastba:2011_008. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Helena Lundin)

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.