Abstract
The aim of this research is to develop and validate a scale to measure consumers' receptivity to green advertising (REGRAD), in light of the absence of such a scale from the green marketing research stream. REGRAD is posited as an individual difference factor, which can be measured, and consumers can be divided into segments based on this factor. The scale development process resulted in a nine-item scale, which shows a high degree of correlation with environmental behavior and a distinction from the environmental skepticism scale. REGRAD moderates attitudes and intentions toward a company and its green initiatives. Given the trend by marketers to target and market products as ‘green’, REGRAD can be used in identifying consumers who will be more receptive than others to these marketers' efforts. It can also guide the development of marketing communication messages. Research and managerial implications are explored, and the limitations of the research and directions for future research are presented.
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