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The Skeptical Green Consumer Revisited: Testing the Relationship Between Green Consumerism and Skepticism Toward Advertising
Ist Teil von
Journal of advertising, 2014-04, Vol.43 (2), p.115-127
Ort / Verlag
Abingdon: Routledge
Erscheinungsjahr
2014
Link zum Volltext
Quelle
Business Source Ultimate
Beschreibungen/Notizen
This article revisits the widely believed notion of the skeptical green consumer, in other words, that green consumers tend to distrust green advertising. Study 1, a survey of U.S. consumers, found no positive relationship between green consumerism and general ad skepticism. However, green consumerism was negatively related to green advertising skepticism. Study 2, a survey of Austrian consumers, addressed the underlying mechanism of this negative relationship in a mediation analysis. It was shown that green consumers saw more informational utility in green ads than nongreen consumers did. This, in turn, decreased their green advertising skepticism. The emotional appeal of green ads, however, had no impact on green advertising skepticism. Findings suggest that the "dilemma for marketers who desire to target the green consumer" (Zinkhan and Carlson 1995, p. 5) is far less serious than previously thought.