Investigating the Portrayal and Influence of Sustainability Claims in an Environmental Advertising Context

Authors

Shannon Cummins, University of Wisconsin–WhitewaterFollow
Timothy M. Reilly, University of Minnesota-Duluth
Les Carlson, University of Nebraska-Lincoln
Stephen J. Grove, Clemson University
Michael J. Dorsch, Clemson University

Document Type

Article

Publication Date

1-15-2014

Publication Title

Journal of Macromarketing

Volume

34

Issue

3

First Page

332

Last Page

348

Abstract

The ability of consumer judges to identify sustainable messages in environmental advertising and the effect of these messages is explored. A content analysis provides insight into these judges’ perceptions of the depth of environmental advertising messages. An experiment investigates the influence of sustainable messages and includes collection of cognitive response data to evaluate the cognitive dimension of sustainability messages. Content analysis results suggest that sustainability messages may influence how environmental advertisements are perceived. These findings are supported by the cognitive response data, which shows cognitive differences across advertisements, and the experimental manipulation that suggests sustainable ads may be more involving to consumers.

Comments

© The Author(s) 2014 Reprints and permission: sagepub.com/journalsPermissions.nav DOI: 10.1177/0276146713518944

The published version can be found here: https://journals.sagepub.com/doi/full/10.1177/0276146713518944

Recommended Citation

Cummins, Shannon; Reilly, Timothy M.; Carlson, Les; Grove, Stephen J.; and Dorsch, Michael J., "Investigating the Portrayal and Influence of Sustainability Claims in an Environmental Advertising Context" (2014). Marketing & Entrepreneurship Faculty Publications. 6.
https://digitalcommons.unomaha.edu/marketingfacpub/6