Green or Non-Green? Does Type of Appeal Matter When Advertising a Green Product?

@inproceedings{Schuhwerk1995GreenON,
  title={Green or Non-Green? Does Type of Appeal Matter When Advertising a Green Product?},
  author={Melody E. Schuhwerk and Roxanne Lefkoff-Hagius},
  year={1995}
}
Abstract This research examined how consumers responded to different print advertisements for a green laundry detergent. Hypotheses based on the salience literature were developed and tested in a laboratory experiment. One group considered a “green” appeal which emphasized the environmental attributes of the product. Another group considered a “non-green” appeal which emphasized the cost-saving attributes of the product. We measured each subject's involvement with the environment. Our results… CONTINUE READING

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