It Ain't Easy Being Green: Exploring the Gap between Macro and Micro Green Agendas
40 Pages Posted: 2 Mar 2013
Date Written: February 28, 2013
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: Suggested Citation