Advanced search
1 file | 256.45 KB Add to list
Author
Organization
Abstract
Green imagery, used as background visuals in advertising, is supposed to elicit virtual nature experiences. These affect both product and brand perceptions as well as brand attitudes. We investigated if this positive effect would be enhanced for consumers with pro-environmental attitudes. To examine this we manipulated the visuals used as background in a clothing advertisement. The main positive effect of green background imagery on attitudes and perception was replicated. However, contrary to expectations, it was the non-green background cue that had a more positive effect for green consumers. Possible explanations and avenues for future research are discussed.
Keywords
Green marketing, attitudes and cues, advertising

Downloads

  • (...).pdf
    • full text
    • |
    • UGent only
    • |
    • PDF
    • |
    • 256.45 KB

Citation

Please use this url to cite or link to this publication:

MLA
Krekels, Goedele. “The Effect of Background Cues on Green Consumers.” The Day After : Inspiration, Innovation, Implementation : 40th European Marketing Academy, Proceedings. Ed. MM Brencic et al. 2011. 1–7. Print.
APA
Krekels, G. (2011). The effect of background cues on green consumers. In M. Brencic, T. Dmitrovic, M. Lapanja, & A. Senicar (Eds.), The Day After : Inspiration, Innovation, Implementation : 40th European Marketing Academy, Proceedings (pp. 1–7). Presented at the The Day After : Inspiration, Innovation, Implementation : 40th European Marketing Academy (EMAC - 2011) Conference.
Chicago author-date
Krekels, Goedele. 2011. “The Effect of Background Cues on Green Consumers.” In The Day After : Inspiration, Innovation, Implementation : 40th European Marketing Academy, Proceedings, ed. MM Brencic, T Dmitrovic, M Lapanja, and A Senicar, 1–7.
Chicago author-date (all authors)
Krekels, Goedele. 2011. “The Effect of Background Cues on Green Consumers.” In The Day After : Inspiration, Innovation, Implementation : 40th European Marketing Academy, Proceedings, ed. MM Brencic, T Dmitrovic, M Lapanja, and A Senicar, 1–7.
Vancouver
1.
Krekels G. The effect of background cues on green consumers. In: Brencic M, Dmitrovic T, Lapanja M, Senicar A, editors. The Day After : Inspiration, Innovation, Implementation : 40th European Marketing Academy, Proceedings. 2011. p. 1–7.
IEEE
[1]
G. Krekels, “The effect of background cues on green consumers,” in The Day After : Inspiration, Innovation, Implementation : 40th European Marketing Academy, Proceedings, Ljubljana, Slovenia, 2011, pp. 1–7.
@inproceedings{3151139,
  abstract     = {Green imagery, used as background visuals in advertising, is supposed to elicit virtual nature experiences. These affect both product and brand perceptions as well as  brand attitudes. We investigated if this positive effect would be enhanced for consumers with pro-environmental attitudes. To examine this we manipulated the visuals used as background in a clothing advertisement. The main positive effect of green background imagery on attitudes and perception was replicated. However, contrary to expectations, it was the non-green background cue that had a more positive effect for green consumers. Possible explanations and avenues for future research are discussed.},
  author       = {Krekels, Goedele},
  booktitle    = {The Day After : Inspiration, Innovation, Implementation : 40th European Marketing Academy, Proceedings},
  editor       = {Brencic, MM and Dmitrovic, T and Lapanja, M and Senicar, A},
  keywords     = {Green marketing,attitudes and cues,advertising},
  language     = {eng},
  location     = {Ljubljana, Slovenia},
  pages        = {1--7},
  title        = {The effect of background cues on green consumers},
  year         = {2011},
}