Green advertising and the reluctant consumer

George M. Zinkhan, Les Carlson

Research output: Contribution to journalArticle

110 Scopus citations

Abstract

As ecological concerns evolve and diffuse throughout society, advertisers are interested in developing green (i.e., environmental) messages and are interested in targeting green customer segments. Unfortunately for advertisers, many green consumers have negative attitudes about business, and they often have negative impressions of the advertising industry. Here, this dilemma is examined from a variety of perspectives.

Original languageEnglish (US)
Pages (from-to)1-6
Number of pages6
JournalJournal of Advertising
Volume24
Issue number2
DOIs
StatePublished - Jan 1 1995

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ASJC Scopus subject areas

  • Business and International Management
  • Communication
  • Marketing

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