An international comparison of environmental advertising: Substantive versus associative claims

Les Carlson, Stephen J. Grove, Norman Kangun, Michael J. Polonsky

Research output: Contribution to journalArticlepeer-review

61 Scopus citations

Abstract

Concern about the environment has grown in recent decades, particularly in industrialized countries. This study examines whether environmental advertising claims differ across four countries: the United States, Great Britain, Australia, and Canada. Results suggest that the United States' ad claims are less concrete, as compared to those from the other countries.

Original languageEnglish (US)
Pages (from-to)57-68
Number of pages12
JournalJournal of Macromarketing
Volume16
Issue number2
DOIs
StatePublished - 1996
Externally publishedYes

ASJC Scopus subject areas

  • Marketing

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