Green Ads Research Articles

The Influence of Green Advertising and Emotional Factors on Green Consumption

The advanced ideas concerning the protection of the environment, the principles of sustainable consumption have underscored the importance of emotions in consumers actions. This essay looks at the effect of green ads and emotions on green purchasing with the aim of improving the application of marketing strategies in sustainability. The emphasis is made on the interdisciplinary framework that examines the connection between green ads and emotional appeals triggering consumers green purchase intentions. The information gathered about the green advertising and the analysis of impact of emotional variables on consuming eco-products is provided through the literature review. The result also suggests that green advertising, green consumption and emotional factors are highly correlated. Positive emotions affect consumer responses and enhance communications leading to making higher purchase of green products through advertising. The use of appeals in green advertising is helpful in the encouragement of green consumption. Future research should incorporate long-term analyses and cross-cultural research to gain a better understanding of the role of affect in green purchasing decisions.

Novel insights into the mechanism of dynamic changes in microstructure and physicochemical properties of corn straw pretreated by ball milling and feasibility analysis of anaerobic digestion

In this study, the effects of Ball milling (BM) pretreatment (0–240 min) on the microstructure, physicochemical properties and subsequent methanogenesis performance of corn straw (CS) were explored, and the feasibility analysis was carried out. The results showed that BM pretreatment destroyed the dense structure of the CS, and the particle size was significantly reduced (D50: 13.85 μm), transforming it into a cell-scale granular form. The number of mesopores increased, the pore volume (PV) (0.032 cm3/g) and specific surface area (SSA) (4.738 m2/g) considerably increased, and the water-absorbent property was improved. The crystalline order of cellulose was disrupted and the crystallinity (CrI) (8.61 %) and crystal size (CrS) (3.37) were remarkably reduced. The cross-links between lignocelluloses were broken, and the relative content and functional groups did not alter obviously. The bulk density (BD), repose angle (RA) and slip angle (SA) dramatically increased. As a result, CS was more readily accessible, attached and utilized by microorganisms and enzymes, causing the hydrolysis and acidification of AD to be greatly facilitated. Compared with the untreated group, the cumulative methane production (CMP) increased by 35.83 %–101.97 %, and the lag phase time (λ) was shortened by 33.04 %–71.17 %. The results of redundancy analysis, Pearson analysis and Mantel test showed that BM pretreatment affects the process of AD by changing the physicochemical factors of CS. The normalization analysis showed that particle size (D90) and BD can be used as direct indicators to evaluate the performance of AD and predict the threshold of biodegradation of CS. Energy analysis and energy conversion assessment showed that BM is a green and efficient AD pretreatment strategy. This result provides a theoretical basis for the industrial application of BM pretreatment towards more energy-efficient and sustainable development.

Green Ads, Green Hearts: How Ads and Caring for The Planet Boost Your Eco-Friendly Shopping Goals

Based on the Theory of Planned Behavior, this research investigates the relationship between green advertising, green purchase intention, and environmental concern, employing a structural model analysis to explain their complex dynamics. Through careful examination of empirical data, it is established that green advertising exerts a significant positive influence on both green purchase intention and environmental concern. However, contrary to initial hypotheses, environmental concern does not act as a mediator between green advertising and green purchase intention which is unexpected, nor does it directly influence green purchase intention. These findings highlight the complex nature of consumer behavior in the context of sustainability, highlighting the interplay between advertising stimuli, environmental attitudes, and purchasing intentions. By shedding light on these dynamics, this study contributes to the scholarly discourse surrounding environmentally responsible consumption patterns, providing valuable insights for marketers, policymakers, and researchers alike.

Effects of green messages in advertisements: a meta-analysis

Over the years, scholars have conducted a number of studies to examine the effectiveness of green messages in advertisements. But a gap in knowledge remains regarding how and to what extent such messages are effective in changing advertising and brand attitudes and purchase intentions. To fill the gap, we analyzed published experiment-based studies to investigate the persuasive impact of green messages in advertisements and developed a research model outlining the relationships between the key variables. Results of the meta-analysis suggested that overall, green ads had significant effects on ad attitudes, brand attitudes, and purchase intentions. Such effects, however, varied across several moderating conditions. These results have both practical and theoretical implications.

Enviro-Bragging: When Influencers Should Not Be Humble about a Brand’s Sustainability

Influencer marketing is a critical component of many strategic campaigns, but most research on social media influencers has examined influencer attributes (credibility, attractiveness, follower count, etc.) or congruency with the brand or cause. Challenging the conventional wisdom that green advertising should be humble and answering a call to develop novel green messaging strategies, we conceptualize a new strategy called enviro-bragging. We find this aggressive form of advertising is best suited for green influencers collaborating with brands that dominate their product market. We use signaling theory to show that influencers can function as signals of a brand’s environmental commitment and identify a differential effect of influencer- (versus advertiser-) generated green ads depending on the firm’s relative market position. Interestingly, while we find a significant difference in influencer impact when the brand is dominant, we find no difference when the brand is not dominant. We discuss our results in light of their theoretical and managerial implications.

Explaining media effect of green advertising on audience attitude

PurposeThis study aims to establish two aspects: first, whether green advertising through multiple media (repetition versus reversal) generates a positive purchase intention than green advertising with a single medium repeat one medium at different levels of product involvement (high versus low level). Second, whether a green advertisement presented through multiple media influences green message credibility, green advertiser credibility, green advertisement credibility, green brand credibility, green ad engagement, attitude toward the green brand and green purchase intention (GPI) than a green advertisement presented through single medium repetition under different level of product involvement, green advertising, media effects, consumer attitude, purchase intention and product involvement.Design/methodology/approach3 × 2 mixed factorial design is used to examine the audience exposure towards repetitive green ads on multiple media sources such as television, the internet and print. This has a more significant impact on environmental claims in terms of green message credibility, green advertiser credibility, green advertisement credibility, green brand credibility, green ad engagement, attitude toward the green brand and GPI compared to audiences exposed to the same ads on a single medium under high level and low level of product involvement.FindingsThe audience was exposed to several media situations, repeating green advertising, has a more significant impact on environmental claims in terms of green message credibility, green advertiser credibility, green advertisement credibility, green brand credibility, green ad engagement, attitude toward the green brand and purchase intention rather than for the audience who encounter a green ad with a high and low degree of product involvement in a single medium.Originality/valueOnly a few studies have measured media synergy effects, and to the best of the authors’ knowledge, no one has measured media effects on green advertisements. By examining different media combination effects of green ads on the audience, the knowledge of green marketing communication and its marketing strategies has been expanded.

A study on the influence of green advertising appeals on advertising effectiveness

As ecological sustainability has become an important public issue, more and more enterprises take green advertising as a marketing strategy while related studies are being conducted to explore the most positive way to maximize the advertising effect. The research uses the experimental method based on the heuristic-system model (HSM) to specifically explore the influence of green advertising appeals and its interaction effect with claim specificity and visual presentations on its effectiveness. It is shown that there are differences between the eight groups in terms of participants’ attitude towards green advertising with respect to all the dimensions, advertising appeals, claim specificity and visual presentation. The self-benefit appeals, together with specific claims and dynamic presentations appear to have a stronger promotion for green advertising across all the perceptive measures towards green advertising. The findings provide useful insights to practitioners as to the type of appeals preferred for green advertising. Besides the theoretical contributions, the present research also offers important implications for marketers on green advertising strategies to develop green ads more effectively.

Starling Flocks-Inspired Resource Allocation for ISAC-Aided Green Ad Hoc Networks

Efficient and intelligent environment awareness is one of the key aspects for enabling future green networks, especially for wireless ad hoc networks considering the limited resources, while poor environment awareness may lead to unbearable data transmission delay based on terrible routing strategies, which is unacceptable in some ad hoc networks. However, the sensing of communication environment and the performance of data transmission are tightly coupled with each other in physical reality. Therefore, traditional separate analyses of sensing and transmission cannot meet the low-latency and energy-efficient demand of future green ad hoc networks. In this article, we propose an environment awareness integrated sensing and communication (ISAC) network association architecture considering both the reward and cost of nodes’ sensing range and transmission strategy. In addition, the resource allocation optimization problem of the proposed ISAC architecture is formulated relying on the graph theory, which is efficiently solved by a novel low-complexity algorithm. Simulation results show that our proposed ISAC network association architecture is beneficial in terms of achieving lower transmission delay in comparison to the traditional methods which separately optimize the sensing and transmission process. Besides, a near-optimal latency performance is obtained with the aid of our optimization method with low-complexity.

How consumers in different cultural backgrounds prefer advertising in green ads through Hofstede's cultural lens? A cross‐cultural study

AbstractWhen entering foreign markets, effective advertising appeals are usually employed in advertising to convey local consumers how the products and services will satisfy their wants or needs. The purpose of this cross‐cultural study is to investigate the consumers’ differences between a developed economy (USA) and an emerging economy (Thailand) based on Hofstede's cultural dimensions and the advertising appeal in green advertisements. This study investigates the role played by cultural and economic differences on liking advertising appeals in green advertisements which provides new insight into the literature on cross‐cultural studies as well as managerial implications for marketers, especially in Thailand. Using Hofstede's cultural dimensions as a basis for distinguishing cultures, 40 green global advertisements were presented to 40 consumers in Thailand and 40 consumers in the United States. A combination of quantitative and visual content analysis was also used to examine green advertisements and determine the liking of the appeals. Cultural differences in Hofstede's dimensions reflect in advertising appeals preferences. The results indicate that the USA and Thailand preferred similar appeals but in different ranking; these appeals are corporate image, eye‐catching graphic, exaggerated, imaginative, informative, interesting, meaningful, natural, and sad. Possible explanations and implications of the findings are discussed as well as demonstrating the significance of culture on advertisement effectiveness.

Green factors stimulating the purchase intention of innovative luxury organic beauty products: Implications for sustainable development

Orienting consumers toward organic eco-friendly beauty products is a societal challenge that resonates with growing environmental concerns following COP 21, when entrepreneurs in the cosmetic industry initiated ambitious plans to increase the proportion of natural components in their products. This study examines how green factors impact customers’ intention to purchase premium organic beauty products. We explore the mediating roles of trust and attitude on this purchase intention, using the SOR paradigm and the dual factor theory, an original approach.Data was collected from 398 respondents using convenience sampling and analysed using the IBM SPSS 22 version and AMOS 22 version package applying structural equation modelling. We show that the mediating role of trust and attitude is of the utmost importance to ensure a sustainable orientation of customers toward organic products. The findings suggest (a) green ads, green brand image and perceived consumer effectiveness positively influence consumers' attitude toward luxury organic beauty products; (b) LOHAS consumption tendency does not impact consumers' attitudes; (c) trust has a significantly negative impact on the consumer's attitude; and (d) likewise, consumers' attitude mediate the intention to purchase luxury organic beauty products. The research has significant implications for understanding India's premium organic beauty goods market and for companies to develop new strategies to market their organic cosmetics. The study also encourages policymakers to provide necessary subsidies to new organic beauty entrepreneurs.

Green Advertising for the Sustainable Luxury Market

Consumers are increasingly interested in environmental issues, which have raised their expectations of firms’ environmentally conscious efforts. The purpose of this study is to investigate how green messages in advertisements conveying a firm’s commitment to the environment can effectively influence consumer attitudes and behavioral intentions. Furthermore, this study examines the psychological mechanism underlying such an effect. The results of two studies show that firms’ eco-friendly efforts as revealed in advertisements for luxury products generated favorable attitudes in consumers and increased their behavioral intentions more than firms’ eco-friendly efforts as revealed in advertisements for mass products. This process was driven by trust in the ad message, especially for consumers of luxury brands and who are not confused by green message. This research provides empirical evidence that green ads presenting a firm’s commitment to the environment can effectively influence consumers when brands are used to promote eco-friendly products in luxury markets.

The impact of message framing and perceived consumer effectiveness on green ads

Purpose The purpose of this study is to investigate the impact of ad message framing (self-benefit vs other-benefit messages) and perceived consumer effectiveness (PCE) on green advertising effectiveness. Design/methodology/approach The conceptual framework was borrowed from self-congruity theory and was tested with two between-subject design experiments; PCE was measured in the first study and manipulated in the second. Findings The findings show that both measured and primed PCE (low vs high) moderate the impact of a green ad’s message framing on consumer responses (i.e. attitude toward the brand and purchase intention). Specifically, an other-benefit message is more effective when consumers perceive that their individual actions can positively influence environmental issues (high PCE). In contrast, a self-benefit message is more effective when consumers perceive that their individual actions might not be enough to influence environmental issues (low PCE). This research also shows that the influence of message framing on consumer responses is mediated by the perceived social responsibility of the company. Practical implications This paper offers an outline for designing effective ad campaigns for green products. Managers can determine or manipulate the PCE level of their target market and frame the message in their ad campaign accordingly, which will positively drive perceived social responsibility and, in turn, the ad campaign’s effectiveness. Originality/value This paper contributes to both the green advertising and self-congruity literature by showing the moderating effect of PCE on the effectiveness of message framing in green advertising.

Relationship Between Green Marketing Determinants and Consumer Buying Behavior: Mediating Role of Environmental Awareness

Global warming is indeed one of the significant problems the planet is currently facing. In order to cope with global warming concerns the green practices are introduced around the globe that is associated with waste reduction, resource conservation and healthy living are considered to be important. Therefore, consumers are more intended to purchase the green-products. Researchers reported that the principles of green marketing and environmental consumer behavior have not been explored in a collaborative way. The targeted population is the consumers of the shopping malls of urban areas of Pakistan. The data were collected via questionnaire and collected data was analyzed through hierarchal regression. The findings exhibited that the green marketing practices, i.e. (green ads, eco-labeling, green-branding) has positive, substantial effect on environmental awareness and CBB, and environmental awareness partially intermediates in an association between green-marketing facets i.e. (green-ads, eco-labeling, green-branding) and CBB. The study concluded that the creation of an efficient green product and marketing strategy is extremely essential for marketers, which can contribute to higher profits and customer patronage.

Examining the mediating role of celebrity endorsement in green advertisements to improve the intention of Egyptian Millennials towards environmental behaviours in tourist destinations

Celebrity-endorsed advertisements have a powerful influence, especially on young generations like millennials. At the same time, green advertising is a growing trend used by many destinations and organisations for environmental protection initiatives. Celebrity endorsement in green advertisement could be a viable solution for many marketers in tourist destinations to engage and support millennials to be eco-friendly during their travels. Hence, the purpose of this study is to investigate the mediating role of using celebrities as endorsers in green ads to influence the intention of Egyptian millennials towards environmental behaviours in tourist destinations. Descriptive analysis, Structural Equation Modelling (SEM) and Confirmatory Factor Analysis (CFA) have been carried out using SPSS and Amos to address the objectives of this study. Results show that celebrity endorsement mediates the relationship between green advertisements and the intentions of millennials to behave in a sustainable way in tourist destinations. This study makes the first attempt to provide evidence of how celebrities can be employed as a mediating variable in green advertisements to motivate Egyptian millennials to be environmentally responsible.

Advertising Attitude, Green Purchase Intention and Environmental Concern: Promoting Functional Versus Emotional Appeals

The inadequacy of information related to green purchase intention makes it essential for marketers to understand consumer behaviour towards green advertising especially in Indonesia, where the trend is still new. Acknowledging this research gap, this study aimed to investigate the influence of different green ads by testing on whether the ads generate green purchase intention by shaping advertising attitudes. In addition, the moderating role of high or low levels of the participants’ environmental concern is also taken into account. This research compares the effects of four types of advertisements: a functional green ad promoting the environmental benefits of a product, an emotional green ad employing a visual representation of pleasant natural scenery, a combined-type green ad that unites both functional and emotional attributes, and a control ad. Data collection through online questionnaires was obtained from 143 Indonesian youth and this was done by way of convenience sampling approach. Using separate univariate regression analysis, the findings of the experimental study suggest that functional, emotional and combined-type green ads all significantly enhance green purchase intention by shaping ad attitudes, where the functional ad displays itself as the most effective appeal out of the rest. These effects do depend on the participants’ level of environmental concern, shown by the significant moderating role of high environmental concern towards functional ads and the significant moderating role of low environmental concern towards emotional ads. The reason behind this research outcome is proposed to be due to the participants’ avoidance of greenwashing which the future scope can explore more about; especially for the Indonesian sample as research on green marketing in Indonesia is relatively scant compared to other Asian and Western works.

Is Current Way of Promoting Sustainability, Sustainable?

ABSTRACTConsumer behavior regarding sustainable products has been a complex concept. There is a discrepancy between consumer’s espoused concern towards environment and their purchase of environment friendly products. Past literature suggests greenwashing being a possible reason for this discrepancy. With greenwashing being caused by mismatch between communication and perceived performance, this article focuses on assessment of simultaneous impact of both communication and performance elements on brand attitude. A quantitative study was undertaken to test the hypotheses. This was followed by a qualitative study to understand alternative explanation of hypotheses that was not accepted. The research revealed that a consumer’s attitude toward a green brand is impacted both by his or her general skepticism towards green ads and the credibility that she assigns to the firm’s green message. Perceived value of product also had a positive impact on brand attitude. Findings advance academic literature and support managerial community by highlighting factors for building a positive green brand attitude and resultantly avoiding the trap of being equated with greenwashing.

Effects of functional green advertising on self and others

AbstractThis study examines the effects of a functional green advertising promoting the environmental advantages of a product. It presents the results of three experiments designed to (a) explore consumers’ perceptions of a functional green ad's effects on themselves and others, (b) determine how those perceptions are influenced by consumer environmental concern, and (c) examine how individualism–collectivism relates to self–other effect perceptions. Findings indicate that (a) consumers believe that functional green advertising exerts a stronger influence on others’ purchase decisions than on their own purchase decisions; (b) the self–other difference is more salient among consumers with high environmental concern; (c) in the individualistic culture, the perceived effectiveness on self, not on others, predicts consumers’ support for the regulation of functional green ads, while this effect is reversed when consumers are in collectivistic cultures. The study's findings extend several lines of research, including the literature on green advertising and the third‐person effect.

Environmental claims in Indian print advertising: an empirical study and policy recommendation

PurposeEnvironmental claims in advertising (green ads) provide competitive advantage to firms. This study aims to understand what kinds of environmental claims advertisers make in a developing nation like India. Further, implications for policymakers and advertisers are discussed.Design/methodology/approachA content analysis of 279 green print advertisements was conducted using a comprehensive list of claim categories identified from the advertising literature. These categories included advertiser profile; ad promotions – type, sector, appeal; claim – nature, type, focus, validity, emphasis; executional elements – illustration setting, presenter, format/structure and environmental issue, identified from past studies and practitioner interviews.FindingsThe findings suggest that majority of the advertisers using green ads are manufacturers. Consumer durables, real estate and power sector together constitute one-third of the total green ads. Further, most of the green ads are aimed at influencing consumer behaviour. Though most of the ads contain strong emphasis on environmental attributes, they are ambiguous. A large proportion of claims are credence in nature and lack product identification through environmental certifications. This study also identifies areas of concern including interpretation of the term green, use of multiple certifications, greenwashing and advertisers showing environmental responsiveness through event-based green advertising. Policy recommendations are made based on green advertising regulations governing them across developed and other developing countries.Research limitations/implicationsThe content analysis of the green advertisements in this study was limited to newspaper advertisements within the print media. Future studies may use advertisements from different media types, such as the internet ads and television commercials, to examine the effect of media type on the nature of green advertisements. It would also be interesting to examine the role of regulations as a moderator, influencing the claims made in green advertisements.Practical implicationsThe findings of this study provide a comprehensive overview of the nature of green advertisements in India. Marketers may use these insights to design effective green advertising strategies.Originality/valueMost of the extant literature has examined environmental claims in the context of developed nations, where regulations are well established. Very few studies have examined this issue in the context of developing countries. In addition, most of the previous studies have focused on specific issues like greenwashing, appeals and execution elements. The present study contributes to green advertising by examining environmental claims in case of a developing nation like India using a comprehensive list of claim categories. This study also identifies areas of concern and suggests recommendations for policymakers and advertisers.

Green Demarketing in Advertisements: Comparing “Buy Green” and “Buy Less” Appeals in Product and Institutional Advertising Contexts

This research compares consumer response to traditional green advertising appeals to that of less conventional, “green demarketing” (GD) appeals—messages by for-profit companies encouraging reduced category consumption for the sake of the environment. Rather than encouraging greener consumption, modern environmentalism calls for decreased consumption overall, a trend reflected in recent advertising campaigns (e.g., Patagonia's “Don't Buy This Jacket”). Despite its potential impact and unconventionality, research on GD in general is sparse, and no empirical research has examined consumer response to GD appeals relative to traditional green appeals. In three experiments, we find that, in the context of product advertising, consumers' attitudes for green ads are more favorable than those for GD ads, mediated by greater inferences of genuine environmental concern. However, we find the reverse pattern in the context of institutional ads. Further, an “anti-consumption amplifier” message embedded in the ad—espousing the potential harm of overconsumption—further boosts favorable consumer attitudes for the GD institutional ad relative to its traditional green counterpart. Importantly, we assess all effects while controlling for consumers' individual levels of green consumerism, such that implications may be applied more generally rather than to a specific segment of green consumers.

A Cross National Comparison of U.S. and Korean Consumer Responses to Green Ad Appeals

A Cross National Comparison of U.S. and Korean Consumer Responses to Green Ad Appeals