Abstract

http://ssrn.com/abstract=2036977
 
 

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Green Eco-Seals and Advertising Persuasion


Barbara A. Bickart


Boston University School of Management

Julie A. Ruth


Rutgers, The State University of New Jersey - Marketing

April 1, 2012

Forthcoming, Journal of Advertising, December 2012
Boston U. School of Management Research Paper No. 2012-10

Abstract:     
Although advertisers present assurance or certification cues to burnish their “green” credentials, the impact of such “eco-seals” on persuasion is not well understood. We examine consumer characteristics (environmental concern and brand familiarity) and advertiser-controlled characteristics (the seal and advertising appeal) to understand conditions under which eco-seals are more or less persuasive including effects on attitudes and intentions. Based on the Persuasion Knowledge Model, we hypothesize and present experimental results showing that consumers with high versus low environmental concern perceive eco-seals differently, depending on brand familiarity, eco-seal source, and ad appeal. Our findings have theoretical and practical implications for green marketing strategy and messaging.

Number of Pages in PDF File: 44

Keywords: advertising, green advertising, persuasion, eco-seals, Persuasion Knowledge Model

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Date posted: April 9, 2012 ; Last revised: October 8, 2013

Suggested Citation

Bickart, Barbara A. and Ruth, Julie A., Green Eco-Seals and Advertising Persuasion (April 1, 2012). Forthcoming, Journal of Advertising, December 2012; Boston U. School of Management Research Paper No. 2012-10. Available at SSRN: http://ssrn.com/abstract=2036977 or http://dx.doi.org/10.2139/ssrn.2036977

Contact Information

Barbara A. Bickart (Contact Author)
Boston University School of Management ( email )
United States
617-353-3458 (Phone)
HOME PAGE: http://smgnet.bu.edu/mgmt_new/profiles/BickartBarbara.html
Julie A. Ruth
Rutgers, The State University of New Jersey - Marketing ( email )
227 Penn Street
Camden, NJ 08102-1656
United States
856-225-6695 (Phone)
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