Investigating the Portrayal and Influence of Sustainability Claims in an Environmental Advertising Context

Shannon Cummins, Timothy M. Reilly, Les Carlson, Stephen J. Grove, Michael J. Dorsch

Research output: Contribution to journalArticle

22 Scopus citations

Abstract

The ability of consumer judges to identify sustainable messages in environmental advertising and the effect of these messages is explored. A content analysis provides insight into these judges’ perceptions of the depth of environmental advertising messages. An experiment investigates the influence of sustainable messages and includes collection of cognitive response data to evaluate the cognitive dimension of sustainability messages. Content analysis results suggest that sustainability messages may influence how environmental advertisements are perceived. These findings are supported by the cognitive response data, which shows cognitive differences across advertisements, and the experimental manipulation that suggests sustainable ads may be more involving to consumers.

Original languageEnglish (US)
Pages (from-to)332-348
Number of pages17
JournalJournal of Macromarketing
Volume34
Issue number3
DOIs
StatePublished - Sep 1 2014

Keywords

  • advertising
  • advertising message strategy
  • consumer attitude toward marketing
  • consumer behavior
  • macromarketing
  • sustainability

ASJC Scopus subject areas

  • Marketing

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