It Ain't Easy Being Green: Exploring the Gap between Macro and Micro Green Agendas

40 Pages Posted: 2 Mar 2013

See all articles by Aubrey Fowler

Aubrey Fowler

Valdosta State University

Angeline Close Scheinbaum

University of Texas at Austin

Date Written: February 28, 2013

Abstract

The green gap is traditionally thought of as the gap between how consumers intend to behave in regards to green living and how they actually behave. We extend the idea of the green gap by demonstrating a gap between the macro agenda of saving the planet as exercised by green advertisers and the micro-agenda of saving one’s own part of the planet, or at the very least, of not wasting one’s part of it as perpetuated by consumers. We then provide suggestions for green advertisers in bridging this gap between advertising and consumers.

Keywords: Green advertising, green gap, micro-macro dilemma, environmental marketing, consumer behavior

Suggested Citation

Fowler, Aubrey and Scheinbaum, Angeline Close, It Ain't Easy Being Green: Exploring the Gap between Macro and Micro Green Agendas (February 28, 2013). Journal of Advertising, Forthcoming. Available at SSRN: https://ssrn.com/abstract=2226663

Aubrey Fowler

Valdosta State University ( email )

1500 N Patterson Street
Valdosta, GA 31698
United States

Angeline Close Scheinbaum (Contact Author)

University of Texas at Austin ( email )

2317 Speedway
Austin, TX 78712
United States

HOME PAGE: http://angelineclose.com

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