Green Advertising Impact on Consumer Behavior
A special issue of Sustainability (ISSN 2071-1050).
Deadline for manuscript submissions: closed (5 February 2022) | Viewed by 5932
Special Issue Editors
Interests: green marketing; green advertising; social media engagement; celebrity endorsements
Interests: celebrity endorsement; social media marketing; green marketing; mobile payments
Special Issue Information
Dear Colleagues,
In recent years, the issue of green advertising and consumer response to it has generated a lot of research interest. Previous research has investigated issues such as consumer skepticism of green advertising; message framing and types of appeals used in green advertising; effectiveness of green advertising; claim specificity in green advertising and the subsequent impact of credibility of green ads. Researchers have found that consumer skepticism toward green advertising is heightened the more environmentally concerned consumers are. Matthes and Wonneberger found that green consumerism was negatively related to green advertising skepticism among US consumers and that there may be a difference among consumers based on the informational utility of green ads. For example, among a sample of Austrian consumers, they found that green consumers saw more informational utility in green ads than non-green consumers did. This led to a decrease in green advertising skepticism among these green consumers. In the case of scale development and assessment, there has been work on the development of scale to assess consumers’ receptivity to green advertising and the application of this measure across cultures.
Research in this domain has also focused on greenwashing and consumer response to it, as well as the use of green advertising in various product domains, including hospitality. However, it continues to be an interesting topic of research, as the efforts toward environmental preservation and company commitment to sustainability still hold sway. For that reason, in this Special Issue, we focus on the topic of green advertising, as room exists to enhance this stream of research by exploring some of the issues that have not received as much attention as they should.
The issues that this Special Issue will address include, but are not limited to:
- The impact of green advertising in complementing other forms of green marketing by companies;
- Comparisons of green advertising across cultures;
- The impact of culture on consumer response to green advertising;
- The financial consequences of green advertising for companies and brands/links between green advertising and firm financial outcomes;
- The consequences of greenwashing on companies and brands;
- The impact of personality variables on consumer receptivity to green advertising;
- The impact of demographic variables (age, gender, education level, income level, among others) on consumer receptivity to green advertising.
Dr. Ainsworth Bailey
Dr. Aditya Shankar Mishra
Dr. Mojisola Tiamiyu
Guest Editors
Manuscript Submission Information
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Keywords
- green advertising
- green marketing
- green washing
- sustainability
