- The skeptical green consumer revisited: testing the relationship between green consumerism and skepticism toward advertising
- Journal of Advertising
- Volume | Issue number
- 43 | 2
- Pages (from-to)
- Document type
- Faculty of Social and Behavioural Sciences (FMG)
- Amsterdam School of Communication Research (ASCoR)
This article revisits the widely believed notion of the skeptical green consumer, in other words, that green consumers tend to distrust green advertising. Study 1, a survey of U.S. consumers, found no positive relationship between green consumerism and general ad skepticism. However, green consumerism was negatively related to green advertising skepticism. Study 2, a survey of Austrian consumers, addressed the underlying mechanism of this negative relationship in a mediation analysis. It was shown that green consumers saw more informational utility in green ads than nongreen consumers did. This, in turn, decreased their green advertising skepticism. The emotional appeal of green ads, however, had no impact on green advertising skepticism. Findings suggest that the "dilemma for marketers who desire to target the green consumer" (Zinkhan and Carlson 1995, p. 5) is far less serious than previously thought.
- go to publisher's site
If you believe that digital publication of certain material infringes any of your rights or (privacy) interests, please let the Library know, stating your reasons. In case of a legitimate complaint, the Library will make the material inaccessible and/or remove it from the website. Please Ask the Library, or send a letter to: Library of the University of Amsterdam, Secretariat, Singel 425, 1012 WP Amsterdam, The Netherlands. You will be contacted as soon as possible.