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The impact of green appeals on credibility: a mixed-method approach

Lynn De Vlieger UGent, Liselot Hudders UGent and Gino Verleye UGent (2012) Research in Advertising, 11th International conference, Proceedings.
abstract
Many advertisers use green advertisements to convey their products’ and company’s responsibility towards the environment. However, previous studies suggest that consumers are skeptic towards such claims. As credibility is an important indicator of ad effectiveness, the current paper investigates the impact of green advertising on credibility by relating the green characteristics of advertisements to perceived credibility. In general, results of a quantitative study indicate that level of greenness has a positive impact, while environmental involvement has a negative impact on the credibility of green advertisements.
Please use this url to cite or link to this publication:
author
organization
year
type
conference
publication status
published
subject
keyword
Green advertising, Credibility, Content analysis
in
Research in Advertising, 11th International conference, Proceedings
pages
9 pages
conference name
11th International conference on Research in Advertising (ICORIA 2012) : The changnig rolse of avderitsing
conference location
Stockholm, Sweden
conference start
2012-06-28
conference end
2012-06-30
language
English
UGent publication?
yes
classification
C1
copyright statement
I have retained and own the full copyright for this publication
id
2967845
handle
http://hdl.handle.net/1854/LU-2967845
date created
2012-08-06 10:49:47
date last changed
2013-03-20 10:45:08
@inproceedings{2967845,
  abstract     = {Many advertisers use green advertisements to convey their products{\textquoteright} and company{\textquoteright}s responsibility towards the environment. However, previous studies suggest that consumers are skeptic towards such claims. As credibility is an important indicator of ad effectiveness, the current paper investigates the impact of green advertising on credibility by relating the green characteristics of advertisements to perceived credibility. In general, results of a quantitative study indicate that level of greenness has a positive impact, while environmental involvement has a negative impact on the credibility of green advertisements.},
  author       = {De Vlieger, Lynn and Hudders, Liselot and Verleye, Gino},
  booktitle    = {Research in Advertising, 11th International conference, Proceedings},
  keyword      = {Green advertising,Credibility,Content analysis},
  language     = {eng},
  location     = {Stockholm, Sweden},
  pages        = {9},
  title        = {The impact of green appeals on credibility: a mixed-method approach},
  year         = {2012},
}

Chicago
De Vlieger, Lynn, Liselot Hudders, and Gino Verleye. 2012. “The Impact of Green Appeals on Credibility: a Mixed-method Approach.” In Research in Advertising, 11th International Conference, Proceedings.
APA
De Vlieger, L., Hudders, L., & Verleye, G. (2012). The impact of green appeals on credibility: a mixed-method approach. Research in Advertising, 11th International conference, Proceedings. Presented at the 11th International conference on Research in Advertising (ICORIA 2012) : The changnig rolse of avderitsing.
Vancouver
1.
De Vlieger L, Hudders L, Verleye G. The impact of green appeals on credibility: a mixed-method approach. Research in Advertising, 11th International conference, Proceedings. 2012.
MLA
De Vlieger, Lynn, Liselot Hudders, and Gino Verleye. “The Impact of Green Appeals on Credibility: a Mixed-method Approach.” Research in Advertising, 11th International Conference, Proceedings. 2012. Print.