Intents of Green Advertisements

Kumar, Prashant (2017) Intents of Green Advertisements. Asia Pacific Journal of Marketing and Logistics, 29 (1). pp. 70-79.

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Purpose – The purpose of this paper is to explore intents of green advertisements. Design/methodology/approach – Using NVivo, a convenient sample of 237 green print advertisements published between August 2010 and July 2015 in leading Indian newspapers and magazines were content analysed. Findings – Four types of intents of green advertisements were identified: intent to communicate corporate environmental approaches; intent to develop believability towards environmental claims; intent to inform consumers; and intent to engage consumers. Research limitations/implications – This study explored intents of green advertisements and elaborated upon strategic importance of content in green advertising. Practical implications – The intent-based exploration of green advertisements indicates marketing managers of green products the importance of: expanding their advertising framework that incorporates sharing environmental vision and mission of their companies with consumers, and relating them with consumers’ needs and demands; inculcating functional, emotional and experiential elements in green advertisements that facilitate green product experience to the consumers; and active interactions between marketing managers and consumers for effectively capturing market-related information, and accordingly shaping their short- and long-term marketing and advertising decisions. Originality/value – This study is unique to determine intents of green advertisements.

Item Type: Article
Uncontrolled Keywords: Consumer engagement;Intent;Corporate environmental practices;Credible environmental claims;Green advertisements
Subjects: Marketing
Divisions: Marketing Management
Depositing User: Ms. Sachitha R
Date Deposited: 11 Sep 2018 09:48
Last Modified: 23 Jan 2019 12:07

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