A cross-cultural examination of the environmental information on packaging: Implications for advertisers

Michael Jay Polonsky, Les Carlson, Andrea Prothero, Dimitri Kapelianis

Research output: Chapter in Book/Report/Conference proceedingChapter

11 Scopus citations

Abstract

This study presents a cross-cultural analysis of environmental information on packaging. We used judges and packages from four countries (Australia, South Africa, the United Kingdom, and the United States) and we asked judges to determine their own environmental information. Results suggest that whilst there is some consistency in judges' views, there are also important information differences across countries. Judges were found to infer environmental information from material that has not been considered to be environmental in nature. Our results may have important connotations for advertising, where environmental information might be offered as part of the array of product benefits being presented to consumers.

Original languageEnglish (US)
Title of host publicationNew Directions in International Advertising Research
Pages153-174
Number of pages22
StatePublished - 2002

Publication series

NameAdvances in International Marketing
Volume12
ISSN (Print)1474-7979

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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    Polonsky, M. J., Carlson, L., Prothero, A., & Kapelianis, D. (2002). A cross-cultural examination of the environmental information on packaging: Implications for advertisers. In New Directions in International Advertising Research (pp. 153-174). (Advances in International Marketing; Vol. 12).