عنوان انگلیسی مقاله:

Evaluating the green advertising practices of international firms: a trend analysis

ترجمه عنوان مقاله: تعامل در نام تجاری وب سایت: پاسخ شناختی، عاطفی و رفتاری تبیین شده توسط تجربه مصرف کنندگان آنلاین

رشته: بازاریابی

سال انتشار: 2011

تعداد صفحات مقاله انگلیسی: 30 صفحه

منبع: Emerald

نوع فایل: pdf

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چکیده مقاله

Purpose: Consumer scepticism about the credibility of green advertising around the world is growing. The article aims to provide a comprehensive assessment and trend analysis of green advertising practices of international firms over a 20‐year period.

Design/methodology/approach: The study identifies 473 international green advertisements during the 1988‐2007 period and content‐analyses them on five major axes: advertiser profile, targeting features, message aspects, copy characteristics, and situation points.

Findings: The content analysis reveals significant trends in all major areas examined and identifies important interaction effects between certain dimensions of green advertisements.

Research limitations/implications: The findings could be augmented by combining them with changes in the external environment, input from consumers about advertising effectiveness, the views of advertisers and advertising agencies, and secondary data referring to the performance of the specific company/product advertised.

Originality/value: Green advertising research mainly focuses on domestic rather than international advertisements; examines important issues in isolation from other issues; partially analyses message, copy, and situation characteristics; and covers a short period. This study fills these gaps by systematically evaluating international green advertisements over a long period and using an integrated framework of analysis that is based on the extant literature. It also explores potential interaction effects between key dimensions describing these advertisements.

Keywords: Green marketing, Advertising, Environmental management, International marketing

Type: Research paper

مقدمه مقاله

Intensifying  environmental  regulations  by  governments  and  other  bodies,  growing pressures on  organizations  by stakeholder groups to preserve the  environment,  and rising  concern  of  the  general  public  about  the  harmful  effects  of  certain  industry practices on the ecology are issues responsible for the phenomenal increase worldwide in the number of firms adopting environmentally friendly approaches in their sourcing, operating, and marketing activities (Gura ̆u and Ranchhod, 2005; Menon and Menon, 1997; Polonsky and Rosenberger, 2001; Sriram and Forman, 1993).  Advertising plays a  critical  role  in  communicating  this  pro-environmental  image  while  harnessing  an eco-friendly  consciousness  among  consumers  and  organizations  (Grillo et  al.,  2008;Iyer and Banerjee, 1993). Recent evidence has shown that green advertising has grown exponentially  in  the  last  two  decades  (Futerra,  2008),  becoming  the  driving  force behind increasing public awareness of ecological issues and skyrocketing demand for eco-friendly goods (Easterling et al., 1996; Polonsky et al. , 1997).

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