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Global Conference 2019

July 12–16, 2019

Peking University, Beijing, China

Proposal authors can use this tool to see where they have been placed in the agenda. Please scroll down to search by Author Name (Note: if the submitting author did not add all authors to the ProposalSpace form, only First & Corresponding Author will be searchable), or by Date/Time.

 

Are green ads effective changing ad and brand attitudes? Evidence from experimental research

Saturday, July 13, 2019 at 4:45 PM–6:00 PM CST
3 Room 3
Keywords: Please select at least two and no more than four. Hold the CTRL key to select multiple
Experimental Research
Green/Environmental
Abstract

Over the years, a number of studies have been conducted to examine the effectiveness of green messages in advertisements. But are such messages effective in changing ad and brand attitudes? To answer that question, we analyzed published studies that used experiments to investigate the persuasive impact of green messages in ads over the years. Results suggested that overall, green ads had significant effects on ad attitudes, brand attitudes and purchase intentions. Such effects, however, varied across several moderating conditions. Findings have important implications for future research on green advertising.

First & Corresponding Author

Fuyuan Shen, Penn State University
Authors in the order to be printed.

Fuyuan Shen, Guolan Yang, Jeff Conlin, Xiaohua Wang

Additional Authors

Guolan Yang, Penn State
Jeff Conlin, Penn State
Xiaohua Wang, Shenzhen University
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