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Green Eco-Seals and Advertising Persuasion

Forthcoming, Journal of Advertising, December 2012

Boston U. School of Management Research Paper No. 2012-10

44 Pages Posted: 9 Apr 2012 Last revised: 8 Oct 2013

Barbara A. Bickart

Boston University, Questrom School of Business

Julie A. Ruth

Rutgers, The State University of New Jersey - Marketing

Date Written: April 1, 2012

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.

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

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: https://ssrn.com/abstract=2036977 or http://dx.doi.org/10.2139/ssrn.2036977

Barbara A. Bickart (Contact Author)

Boston University, Questrom School of Business ( 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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