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This edited collection presents cutting edge research into the topic of green messages and subsequent consumer responses, providing important insights into current practice as well as directions for future research.
This book was originally published as a special issue of the Journal of Advertising.
List of contents
1. Introduction
Kim Sheehan and Lucy Atkinson 2. Consumer Receptivity to Green Ads
Elizabeth M. Tucker, Nora J. Rifon, Eun Mi Lee and Bonnie B. Reece 3. The Role of Regulatory Focus and Self-View in "Green" Advertising Message Framing
Ioannis Kareklas, Jeffrey R. Carlson and Darrel D. Muehling 4. Communicating Green Marketing Appeals Effectively
Hsuan-Hsuan Ku, Chien-Chih Kuo, Ching-Luen Wu and Chih-Ying Wu 5. Green Eco-Seals and Advertising Persuasion
Barbara A. Bickart and Julie A. Ruth 6. Sustainable Marketing and Social Media
Elizabeth Minton, Christopher Lee, Ulrich Orth, Chung-Hyun Kim and Lynn Kahle 7. The Effectiveness of Benefit Type and Price Endings in Green Advertising
Marla B. Royne, Jennifer Martinez, Jared Oakley and Alexa K. Fox 8. Is the Devil in the Details?
Guang-Xin Xie and Ann Kronrod 9. Victoria's
Dirty Secrets
Marie-Cécile Cervellon 10. Factors Affecting Skepticism toward Green Advertising
Arminda Maria Finisterra do Paço and Rosa Reis
About the author
Kim Sheehan is Professor at the School of Journalism & Communication at the University of Oregon, USA. She recieved her PhD from the University of Tennessee, USA.
Lucy Atkinson is Assistant Professor in the Department of Advertising and Public Relations at the University of Texas-Austin, USA. She recieved her PhD from the University of Wisconsin, USA.
Summary
This edited collection presents cutting edge research into the topic of green messages and subsequent consumer responses, providing important insights into current practice as well as directions for future research. This book was originally published as a special issue of the Journal of Advertising.
