The current study investigates the effects of green advertising and a corporation’s environmental performance on brand attitudes and purchase intentions. A 3 × 3 (firm’s environmental performance and its advertising efforts as independent variables) experiment using n = 302 subjects was...

Hispanics represent a significant and growing population segment in the United States (56% of all population growth, and California represents the largest percentage of Hispanics (37%). This research concentrated on learning more about Hispanics and their sustainable behaviors regarding...

This study compares the effects of four types of ads: a functional green ad promoting the environmental advantages of a product, an emotional green ad using a visual representation of pleasant natural scenery, a mixed type green ad using functional and emotional strategies, and a control group....

This study investigates the influences of claim specificity, the product’s environmental relevance, and the respondents’ proenvironmental orientation on the effectiveness of green advertising among Turkish consumers. An experimental study is conducted using hypothetical print advertisements...

Fortunately nowadays green topics are in the focus of interest in all areas of life. Companies have also recognized profitable opportunities in serving green customers’ needs. But doing the right thing is not so easy, because there are lots of different challenges in performing green...

Green consumerism has increasingly received attention since the increased level of consumer awareness towards green products. Therefore, the aim of this paper had been to examine the influence of consumer perception of green products on green purchase intention. In this study, perception of...

The study investigates the effects of environmental claims and claim specificity on advertisement effectiveness. An experimental study is conducted using hypothetical print advertisements for three product categories, namely laundry machines, wrist watches, and DVD players. Findings indicate...

The economic, social andenvironmental undesirable impact of theexisting development pattern pushes to theadoption and use of a new developmentparadigm that of sustainabledevelopment. This paper intends tosubstantiate how the marketing can helpthe sustainable development. It beginswith the...

В статье предстален анализ существующей практики компаний в области маркетинговых исследований. Рассмотрены два направления, позволяющие раскрыть современные...