ENVIRONMENTAL CLAIMS AND ADVERTISEMENT EFFECTIVENESS: AN EXPERIMENTAL STUDY ON PRINT ADVERTISEMENTS

Umit Alnıacık, Cengiz Yilmaz () and Esra Alnıacık ()
Additional contact information
Esra Alnıacık: Gebze Institute of Technology
Authors registered in the RePEc Author Service: Umit Alniacik ()

Anadolu University Journal of Social Sciences, 2010, vol. 10, issue 1, 85-106

Abstract: The study investigates the effects of environmental claims and claim specificity on advertisement effectiveness. An experimental study is conducted using hypothetical print advertisements for three product categories, namely laundry machines, wrist watches, and DVD players. Findings indicate that the existence of environmental claims significantly improves respondent evaluations in the wrist watches and DVD players categories, whereas in the laundry machines category no such effects are observed. In addition, advertising claim specificity (using vague versus specific claims) significantly improves consumer evaluations of DVD players but does not seem to exert significant effects on evaluations of laundry machines and wrist watches. Theoretical and managerial implications of these findings are discussed.

Keywords: Green Advertising; Environmental Claims; Advertisement Effectiveness; Green Marketing; Experimental Design (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2010
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.anadolu.edu.tr/arastirma/hakemli_dergil ... 010-1/2010_01_05.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:and:journl:v:10:y:2010:i:1:p:85-106

Access Statistics for this article

Anadolu University Journal of Social Sciences is currently edited by Ramazan Geylan

More articles in Anadolu University Journal of Social Sciences from Anadolu University Contact information at EDIRC.
Bibliographic data for series maintained by Social Sciences Institute ( this e-mail address is bad, please contact ).