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 language | English |
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Pages (from-to) | 396-414 |
Number of pages | 19 |
Journal | Asian Journal of Communication |
Volume | 27 |
Issue number | 4 |
DOIs | |
Publication status | Published - 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