Intents of green advertisements

Abstract

PurposeThe purpose of this paper is to explore intents of green advertisements.Design/methodology/approachUsing NVivo, a convenient sample of 237 green print advertisements published between August 2010 and July 2015 in leading Indian newspapers and magazines were content analysed.FindingsFour types of intents of green advertisements were identified: intent to communicate corporate environmental approaches; intent to develop believability towards environmental claims; intent to inform consumers; and intent to engage consumers.Research limitations/implicationsThis study explored intents of green advertisements and elaborated upon strategic importance of content in green advertising.Practical implicationsThe intent-based exploration of green advertisements indicates marketing managers of green products the importance of: expanding their advertising framework that incorporates sharing environmental vision and mission of their companies with consumers, and relating them with consumers’ needs and demands; inculcating functional, emotional and experiential elements in green advertisements that facilitate green product experience to the consumers; and active interactions between marketing managers and consumers for effectively capturing market-related information, and accordingly shaping their short- and long-term marketing and advertising decisions.Originality/valueThis study is unique to determine intents of green advertisements.