Advertisement

Examining the Impact of Provocation in Green Advertising on Consumers’ Attitudes and Perceptions

  • Samer ElhajjarEmail author
  • Sihem Dekhili
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)

Abstract

Despite the progress made in the study of sustainability, there is still very little research on provocative environmental ads. The latter have been used by many companies in recent years to promote sustainable development practices and in response to consumer skepticism of green advertising. Our research aims to enrich the green advertising literature by investigating greenbashing ads, with a focus on consumer perceptions and attitudes to these provocative environmental ads. A mixed method approach was taken, including the use of both qualitative and experimental research methods. The findings indicate that on the whole greenbashing is viewed unfavorably and has a negative impact on brand image and consumers’ attitudes and perceptions.

Keywords

Consumer’s skepticism Sustainable development Green advertising Greenbashing Provocative ads Netnography 

References

  1. Banerjee, S., Gulas, C. S., & Iyer, E. (1995). Shades of green: A multidimensional analysis of environmental advertising. Journal of Advertising, 24(2), 21–31.Google Scholar
  2. Bereni, D. (2004). Le comportement du consommateur face à la communication environnementale. Actes des 9es journées de Recherche en Marketing de Bourgogne, Dijon, 1–32.Google Scholar
  3. Bushman, B. J., & Bonacci, A. M. (2002). Violence and sex impair memory for television ads. Journal of Applied Psychology, 87(3), 557–564.CrossRefGoogle Scholar
  4. Chan, R. Y. (2004). Consumer responses to environmental advertising in China. Marketing Intelligence & Planning, 22(4), 427–437.CrossRefGoogle Scholar
  5. Chang, C. (2011). Feeling ambivalent about going green. Journal of Advertising, 40(4), 19–32.CrossRefGoogle Scholar
  6. Davis, J. J. (1993). Strategies for environmental advertising. Journal of Consumer marketing, 10(2), 19–36.Google Scholar
  7. D’Souza, C., & Taghian, M. (2005). Green advertising effects on attitude and choice of advertising themes. Asia Pacific Journal of Marketing and Logistics, 17(3), 51–66.CrossRefGoogle Scholar
  8. Delmas, M., & Burbano, C. (2011). The drivers of greenwashing. California Management Review, 54(1), 64–102.CrossRefGoogle Scholar
  9. Diamantopoulos, A., Schlegelmilch, B. B., Sinkovics, R. R., & Bohlen, G. M. (2003). Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation. Journal of Business Research, 56(6), 465–480.CrossRefGoogle Scholar
  10. Do Paço, A., & Reis, R. (2012). Factors affecting skepticism toward green advertising. Journal of Advertising, 41(4), 147–155.CrossRefGoogle Scholar
  11. Frankfort-Nachmias, C., & Nachmias, D. (2000). Research Methods in The Social Sciences. New York: Worth.Google Scholar
  12. Heil, O., & Robertson, T. S. (1991). Toward a theory of competitive market signaling: A research agenda. Strategic Management Journal, 12(6), 403–418.Google Scholar
  13. Herbig, P. (1996). Market signalling: A review. Management Decision, 34(1), 35–45.CrossRefGoogle Scholar
  14. Hovland, C. I., & Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public opinion quarterly, 15(4), 635–650.Google Scholar
  15. Jacobson, M., & Mazur, L. A. (1995). "Sexism and sexuality in advertising", marketing madness. A Survival Guide for a Consumer Society, 10(2), 74–87.Google Scholar
  16. Kirchler, E., & de Rosa, A. S. (1998). Analyse de l’effet des messages publicitaires grâce au réseau d’associations. Recherche et Applications en Marketing (French Edition), 13(1), 35–49.Google Scholar
  17. Kozinets, R. V. (2010). Netnography: Doing ethnographic research online. Thousand Oaks: Sage.Google Scholar
  18. Laadhar, F., & Romdhane, R. (2013). Provocative persuasive advertising and mediating role of emotions: A comparative study of two provocative ads. Interdisciplinary Journal of Contemporary Research in Business, 5(2), 622–640.Google Scholar
  19. Ladwein, R. (1999). Le comportement du consommateur et de l’acheteur. Paris: Economica.Google Scholar
  20. Langer, R., & Beckman, S. C. (2005). Sensitive research topics: Netnography revisited. Qualitative Market Research: An International Journal, 8(2), 189–203.CrossRefGoogle Scholar
  21. Leonidou, C. N., & Leonidou, L. C. (2011). Research into environmental marketing/management: A bibliographic analysis. European Journal of Marketing, 45, 68–103.CrossRefGoogle Scholar
  22. Leonidou, L. C., Leonidou, C. N., Hadjimarcou, J. S., & Lytovchenko, I. (2014). Assessing the greenness of environmental advertising claims made by multinational industrial firms. Industrial Marketing Management, 43(4), 671–684.Google Scholar
  23. Mars, M. C., & Menvieille, L. (2011). L’influence du contenu du message publicitaire et des caractéristiques motivationnelles sur les réponses du consommateur aux publicités vertes. In Actes International Marketing Trends Conference.Google Scholar
  24. Manceau, D., & Tissier-Desbordes, É. (1999). La perception des tabous dans la publicité: l’impact des variables socio-démographiques. Décisions Marketing, 16, 17–23.Google Scholar
  25. Meyers-Levy, J., & Maheswaran, D. (1991). Exploring differences in males’ and females’ processing strategies. Journal of consumer research, 18(1), 63–70.Google Scholar
  26. Miles, M. B., & Huberman, A. M. (1994). Qualitative data analysis: An expanded sourcebook. Thousand Oaks: Sage.Google Scholar
  27. Monnot, E., & Reniou, F. (2013). «Ras le bol d’entendre parler d’écologie!»: comprendre la contestation des discours écologiques par les consommateurs. Décisions Marketing, 71, 93–109.CrossRefGoogle Scholar
  28. Obermiller, C., Spangenberg, E., & Maclachlan, D. L. (2005). Ad skepticism the consequences of disbelief. Journal of Advertising, 34, 7–17.CrossRefGoogle Scholar
  29. Obermiller, C., & Spangenberg, E. (1998). Development of a scale to measure consumer skepticism toward advertising. Journal of Consumer Psychology, 7(2), 159–186.CrossRefGoogle Scholar
  30. Peattie, K. (2001). Golden goose or wild goose? The hunt for the green consumer. Business Strategy and the Environment, 10(4), 187–199.Google Scholar
  31. Peattie, K., & Crane, A. (2005). Green marketing: Legend, myth, farce or prophesy? Qualitative Market Research: An International Journal, 8(4), 357–370.CrossRefGoogle Scholar
  32. Pickett-Baker, J., & Ozaki, R. (2008). Pro-environmental products: marketing influence on consumer purchase decision. Journal of consumer marketing, 25(5), 281–293.Google Scholar
  33. Philippe, D., & Durand, R. (2009). Communication environnementale et réputation de l’organisation. Revue Française de Gestion, 4, 45–63.CrossRefGoogle Scholar
  34. Pranee, C. (2010). Marketing ethical implication & social responsibility. The International Journal of Organizational Innovation, 2(3), 6–20.Google Scholar
  35. Prakash, A. (2002). Green marketing, public policy and managerial strategies. Business strategy and the environment, 11(5), 285–297.Google Scholar
  36. Reichert, T., Heckler, S. E., & Jackson, S. (2001). The effects of sexual social marketing appeals on cognitive processing and persuasion. Journal of advertising, 30(1), 13–27.Google Scholar
  37. Richards, L. (2013). Examining green advertising and its impact on consumer skepticism and purchasing patterns. Elon Journal of Undergraduate Research in Communications, 4(2), 78–91.Google Scholar
  38. Sabri, O., Manceau, D., & Pras, B. (2010). Le tabou, un concept peu exploré en marketing. Recherche et Applications en Marketing, 25(1), 59–86.CrossRefGoogle Scholar
  39. Sheehan, K., & Atkinson, L. (2012). Special issue on green advertising: Revisiting green advertising and the reluctant consumer.Google Scholar
  40. Shrum, L. J., McCarty, J. A., & Lowrey, T. M. (1995). Buyer characteristics of the green consumer and their implications for advertising strategy. Journal of Advertising, 24(2), 71–82.CrossRefGoogle Scholar
  41. Suchman, M. C. (1995). Managing legitimacy: Strategic and institutional approaches. Academy of Management Review, 20(3), 571–610.CrossRefGoogle Scholar
  42. Szarka, J. (2013). From climate advocacy to public engagement: An exploration of the roles of environmental non-governmental organisations. Climate, 1(1), 12–27.CrossRefGoogle Scholar
  43. Vezina, R., & Paul, O. (1997). Provocation in advertising: A conceptualization and an empirical assessment. International Journal of Research in Marketing, 14(2), 177–192.CrossRefGoogle Scholar
  44. Winn, M., & Angell, L. C. (2000). Towards a process model of corporate greening. Organization Studies, 21(6), 1119–1147.CrossRefGoogle Scholar

Copyright information

© Academy of Marketing Science 2019

Authors and Affiliations

  1. 1.University of BalamandBalamandLebanon
  2. 2.Université de StrasbourgStrasbourgFrance

Personalised recommendations