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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)
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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.
Keywords
Green advertising, Credibility, Content analysis

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MLA
De Vlieger, Lynn, et al. “The Impact of Green Appeals on Credibility: A Mixed-Method Approach.” Research in Advertising, 11th International Conference, Proceedings, 2012.
APA
De Vlieger, L., Hudders, L., & Verleye, G. (2012). The impact of green appeals on credibility: a mixed-method approach. In Research in Advertising, 11th International conference, Proceedings. Stockholm, Sweden.
Chicago author-date
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.
Chicago author-date (all authors)
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.
Vancouver
1.
De Vlieger L, Hudders L, Verleye G. The impact of green appeals on credibility: a mixed-method approach. In: Research in Advertising, 11th International conference, Proceedings. 2012.
IEEE
[1]
L. De Vlieger, L. Hudders, and G. Verleye, “The impact of green appeals on credibility: a mixed-method approach,” in Research in Advertising, 11th International conference, Proceedings, Stockholm, Sweden, 2012.
@inproceedings{2967845,
  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.}},
  author       = {{De Vlieger, Lynn and Hudders, Liselot and Verleye, Gino}},
  booktitle    = {{Research in Advertising, 11th International conference, Proceedings}},
  keywords     = {{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}},
}