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