Green advertising and the reluctant consumer

George M. Zinkhan, Les Carlson

Research output: Contribution to journalArticlepeer-review

157 Scopus citations


As ecological concerns evolve and diffuse throughout society, advertisers are interested in developing green (i.e., environmental) messages and are interested in targeting green customer segments. Unfortunately for advertisers, many green consumers have negative attitudes about business, and they often have negative impressions of the advertising industry. Here, this dilemma is examined from a variety of perspectives.

Original languageEnglish (US)
Pages (from-to)1-6
Number of pages6
JournalJournal of Advertising
Issue number2
StatePublished - 1995
Externally publishedYes

ASJC Scopus subject areas

  • Business and International Management
  • Communication
  • Marketing


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