THE IMPACT OF AN ENVIRONMENTALLY FRIENDLY ADVERTISING CLAIM ON PURCHASE INTENTIONS

This study documents a statistically significant impact exerted by an Environmentally Friendly advertising claim on consumer purchase intentions for a high involvement product. The Environmentally Friendly claim in an otherwise identical treatment significantly improved purchase intentions compared...

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Bibliographic Details
Published in:Marketing management journal 2013-04, Vol.23 (1), p.14-30
Main Authors: Neese, William T, Favia, Monica J
Format: Article
Language:English
Subjects:
Advertising
Air pollution
Attitudes
Consumers
Decision making
Environmental conditions
Environmental impact
Environmentalism
Green marketing
Hypotheses
Marketing management
Willingness to pay
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Summary:This study documents a statistically significant impact exerted by an Environmentally Friendly advertising claim on consumer purchase intentions for a high involvement product. The Environmentally Friendly claim in an otherwise identical treatment significantly improved purchase intentions compared to a Great Performance claim. In addition, two covariates that significantly improved the statistical power for the multivariate tests used in this analysis are identified and discussed. These are (1) product involvement and (2) concern about air pollution. Details of the mall intercept survey designed and implemented for this analysis are provided.
ISSN:1534-973X
2329-9762