The nature and extent of environmental sustainability advertising in magazines in a developing market

Sibusiso Ndlovu and Debbie Ellis

International Journal of Innovation and Sustainable Development, 2022, vol. 16, issue 3/4, 372-399

Abstract: Consumers' unsustainable consumption patterns play a substantial role in environmental deterioration. For consumers to behave more sustainably, they need to be knowledgeable of the problems, and various product and service solutions. Some businesses are using environmental sustainability advertising to develop consumer awareness and to influence environmentally conscious behaviour. This paper investigated the extent and nature of environmental sustainability advertising in magazines in a developing nation. A descriptive design with a deductive content analysis of 66 magazines revealed a limited number of environmental sustainability advertisements which are described in terms of their structure and content. This research contributes to marketers using environmental sustainability messages, conceptualising the types of message elements currently being used in magazine advertising and possible alternatives for making the environmental sustainability message unique. Recommendations are made for environmental sustainability marketers, academics, policymakers and future research.

Keywords: sustainability advertising; advertising appeals; message explicitness; message elements; South Africa; magazine advertising; sustainability knowledge; green advertising. (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=123889 (text/html)
Access to full text is restricted to subscribers.

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:ids:ijisde:v:16:y:2022:i:3/4:p:372-399

Access Statistics for this article

More articles in International Journal of Innovation and Sustainable Development from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().