Abstract
In the current ecological context, advertising and communication emerge as valuable tools for raising awareness and encouraging sustainable behavior. For this communication to be effective, it is necessary to understand the process through which a green message translates into sustainable decisions and how it interacts with individuals’ pro-environmental predispositions and intrinsic motivations. From this perspective, we conducted a systematic review of the literature linking two bodies of research related to the effectiveness of green advertising, on the one hand, and the determinants of pro-environmental behavior, on the other. The main contribution of this article is the development of a conceptual framework that is specific to green advertising. This framework combines the stages of cognitive processing of persuasive messages and the value-belief-norm theory of environmentalism, as well as other internal and external factors (e.g. personal capabilities, contextual factors, and affective variables). Based on our results, we identify gaps and opportunities for future research.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.