Are we a product of our environment? Assessing culturally congruent Green advertising appeals, novelty, and environmental concern in India and the U.S.A.

Sidharth Muralidharan, Carrie La Ferle, Yongjun Sung

    Research output: Contribution to journalArticlepeer-review

    30 Citations (Scopus)

    Abstract

    In response to rising consumption effects on the environment, green advertisers have employed different tactics to advertise their unique products. Limited research has explored the impact of culturally congruent appeals in green advertising. A total of 118 (N) adults participated online to assess the influence of these appeals in a cross-cultural context. Findings indicate that collectivistic appeals worked best among Indian consumers while individualistic appeals were more effective for Americans. Ad novelty and environmental concern were important covariates. Implications for advertisers are discussed.

    Original languageEnglish
    Pages (from-to)396-414
    Number of pages19
    JournalAsian Journal of Communication
    Volume27
    Issue number4
    DOIs
    Publication statusPublished - 2017 Jul 4

    Bibliographical note

    Publisher Copyright:
    © 2017, © AMIC/WKWSCI-NTU 2017.

    Keywords

    • Green advertising
    • India
    • ad novelty
    • culture
    • environment
    • individualism-collectivism

    ASJC Scopus subject areas

    • Education
    • Communication

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