Abstract
A growing number of consumers actively seek environmentally friendly products. A newly discovered “green” consumer, the latest environmentally friendly products only to discover that too many products advertised claims to be “clean” and “green” for the environment. While this clearly is not the case today, producers are claiming more and more that their products are environmentally friendly. The study described here was undertaken to assess the degree to which magazine advertisements depicted environmental tools on products. Analyses were conducted on which environmental issues were emphasized and the extent to which producers‟ advertisements on the best sellers newspapers in June, July and August of 2009. Advertisements will choose on Hurriyet, Sabah and Posta newspapers. The reason of the choosing is the best sellers newspapers on the dates which had been mentioned.
Highlights
In developed countries increasingly reflects a growing interest in environmental health, leading many to consider more ecologic products
At the same time Davis believes that consumers point out the vague claims and create positive perceptions to real and truth environmental messages
Reliability and Assignment of Claims An intercoder reliability coefficient described in Perreault and Leigh (1989) was calculated for the judges' evaluations of ad claims for each typology. This statistic is sensitive to reliability differences which arise from varying the number of classification categories and is considered to be superior to other traditional and more widely used meastires of interjudge reliability such as Cohen's Kappa (Perreault and Leigh 1989)
Summary
In developed countries increasingly reflects a growing interest in environmental health, leading many to consider more ecologic products. In this condition, firms are developing various methods and products amenable to environmental demands and mandates. Some firms believed that green communication is an essential tool to communicate environmental and are attempting to give a green identity and/or image to their products. In this communication climate, green advertising is becoming increasingly common (or popular) in today's society and across product categories and sectors. This king of product selection will come to gether emotional consumers with brands which have green company image overtime
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