Personification in Environmental Advertising

The article investigates how the personification communicates the human-nature relationship in the environmental advertisin

Dampak Environmental Advertising Melalui Iklan Televisi Terhadap Minat Beli Produk Elektronik AC Inverter Panasonic Pada Calon Konsumen Di Surabaya

AC Inverter Panasonic merupakan salah satu terobosan produk elektronik yang ramah ramah lingkungan. Penelitian ini dilaksanakan dengan menyebarkan kuisioner selama satu setengah bulan kepada 100 responden di Surabaya yang sudah melihat iklan AC Inverter Panasonic Envio. Alat analisa yang digunakan pada penelitian ini adalah Regresi Linier Sederhana. Variabel dari environmental advertising yang di gunakan pada penelitian ini adalah credible of claim, relevance, media, attitude towards advertisement. dan information in advertisement. Penelitian ini bertujuan untuk mengetahui pengaruh environmental advertising di media televisi terhadap minat beli pada produk elektronik AC Inverter Panasonic pada konsumen di Surabaya. Berdasarkan hasil analisa data dapat disimpulkan bahwa environmental advertising mempengaruhi minat beli pada produk elektronik AC Inverter Panasonic pada konsumen di Surabaya

THE NEXT GENERATION OF GREENWASH: DIMINISHING CONSUMER CONFUSION THROUGH A NATIONAL ECO-LABELING PROGRAM

Since the 1990\u27s there has been a continuously growing movement among advertisers to appeal to consumers by touting how environmentally friendly their products are. This note addresses the prominence of misleading and deceptive environmental claims that have prompted appeals for improved federal regulation. Specifically, the Note focuses on the emerging trend of carbon advertising and national and international models that provide guidance on preventing deception. Part I conveys the current status of environmental advertising and the necessary background principles for establishing regulations. Part II details major criticisms of the current environmental advertising guidelines and proposed models for restructuring environmental advertising regulations. Finally, Part III proposes a voluntary national eco-labeling program that will address the current criticisms and improve consumer confidence in environmentally-beneficial product purchases

Advertising Media and the Green Environmental Aspect

Previous research has shown that consumer trust in advertising is low and continues to diminish. Researchers have also found that a big share of advertising investments is placed in less favorable media which can contribute to consumers’ increasing disbelief towards advertising. The results of the present study add to these previous findings by showing that the consumers’ trust levels in advertising vary among the 11 different media studied and that the marketing managers’ beliefs about consumers are not consistent with the consumers’ attitudes toward and usage of advertising media. Ignoring this phenomenon may have consequences for companies investing in less favorable media and thereby adding to consumers’ increasing disbelief towards advertising. The greatest discrepancy was found for ads on TV. The marketing managers seem to believe incorrectly that ads on TV are not only more trusted but also more used by consumers than the consumers claim. The consumers were found to have more negative attitudes toward TV advertising than what the marketing managers believe about consumers. TV is also perceived by the consumers as more harmful for the green environment than the marketing managers believe about consumers. The results show that the consumers have more positive attitudes toward direct marketing than the marketing managers believe about them. The consumers perceive direct marketing as better, less irritating and less harmful for the environment compared to the marketing managers’ beliefs about them. In addition, the consumers claim to make more use of ads in many of the paper-based media than TV advertising when they want to buy different products. This was found to be not consistent with the marketing managers’ beliefs about consumers. The consumers were found to have more negative attitudes toward advertising through the mobile phone than the marketing managers believe about consumers. Advertising through the mobile phone is considered by the consumers as one of the worst, most irritating and least trusted medium among the 11 advertising media studied. Moreover, the consumers consider the mobile phone to be more harmful for the green environment compared to the marketing managers’ beliefs about consumers. The results also show that the marketing managers feel more personal responsible towards caring for the green environment than the consumers. In addition, both the marketing managers and the consumers were found to have equally high demands and expectations of organizations to act responsibly toward the green environment. This contradicts previous findings that showed that the green environmental aspect is among the factors that are the least considered when marketing managers work with marketing communication in general and advertising media selection in particular. Furthermore, this study found that green environmental responsibility attitude (GERA) is weakly related to the perception on the green environmental aspect of advertising media. Thus, the discrepancies found in this study between the consumers and marketing managers regarding their green environmental perceptions on the 11 different advertising media should be explained by other factors.Advertising Media; Attitudes; Consumers; Marketing Managers; Green Environment; Green Environmental Responsibility Attitude (GERA);

Environmental advertising in China and the USA: the desire to go green

Book Review Environmental advertising in China and the USA: the desire to go green, by Xinghua Li, London and New York, NY, Routledge, 2016, 158 pp., £90.00 (hardback), ISBN 978-415-74413-

Green Leader or Green Liar ? Differentiation and the role of NGOs

This paper addresses how corporate environmentalism can be a means of differentiation and of green-washing. Since consumers can seldom directly observe a firm's environmental quality (a problem not easily solved through eco-labeling), published environmental reports and advertising can mislead them. As a result, the role of the NGO becomes both crucial and ambiguous. On the one hand, by helping to increase consumer awareness, NGOs enlarge the market share of green differentiated firms. On the other hand, the risk that consumers will punish a firm perceived to be supplying inaccurate environmental information may bring about the paradoxical result of discouraging differentiation efforts.Differentiation, environmental concern, imperfect competition, quality, advertising, NGO.

The Effectiveness of Green Advertising: Influences of Claim Specificity, Product’s Environmental Relevance and Consumers’ Pro-environmental Orientation

This study investigates the influences of claim specificity, the product’s environmental relevance, and the respondents’ proenvironmental orientation on the effectiveness of green advertising among Turkish consumers. An experimental study is conducted using hypothetical print advertisements for two product categories (laundry machines as a high relevance product; DVD player as a low relevance product). Findings indicate that the specificity of the green claim does not exert a significant effect on consumer evaluations towards high relevance product advertisement, while specific green claims significantly improve the communication effectiveness of the low environmental relevance product advertisement. The theoretical and managerial implications of these findings are discussed.advertisement effectiveness, claim specificity, experimental design, green advertising, product environmental relevance

Environmental impact assessment of online advertising

There are no commonly agreed ways to assess the total energy consumption of the Internet. Estimating the Internet's energy footprint is challenging because of the interconnectedness associated with even seemingly simple aspects of energy consumption. The first contribution of this paper is a common modular and layered framework, which allows researchers to assess both energy consumption and CO2e emissions of any Internet service. The framework allows assessing the energy consumption depending on the research scope and specific system boundaries. Further, the proposed framework allows researchers without domain expertise to make such an assessment by using intermediate results as data sources, while analyzing the related uncertainties. The second contribution is an estimate of the energy consumption and CO2e emissions of online advertising by utilizing our proposed framework. The third contribution is an assessment of the energy consumption of invalid traffic associated with online advertising. The second and third contributions are used to validate the first. The online advertising ecosystem resides in the core of the Internet, and it is the sole source of funding for many online services. Therefore, it is an essential factor in the analysis of the Internet's energy footprint. As a result, in 2016, online advertising consumed 20–282 TWh of energy. In the same year, the total infrastructure consumption ranged from 791 to 1334 TWh. With extrapolated 2016 input factor values without uncertainties, online advertising consumed 106 TWh of energy and the infrastructure 1059 TWh. With the emission factor of 0.5656 kg CO2e/kWh, we calculated the carbon emissions of online advertising, and found it produces 60 Mt CO2e (between 12 and 159 Mt of CO2e when considering uncertainty). The share of fraudulent online advertising traffic was 13.87 Mt of CO2e emissions (between 2.65 and 36.78 Mt of CO2e when considering uncertainty). The global impact of online advertising is multidimensional. Online advertising affects the environment by consuming significant amounts of energy, leading to the production CO2e emissions. Hundreds of billions of ad dollars are exchanged yearly, placing online advertising in a significant role economically. It has become an important and acknowledged component of the online-bound society, largely due to its integration with the Internet and the amount of revenue generated through it

Whose Grass Is Greener? Green Marketing: Toward a Uniform Approach for Responsible Environmental Advertising

An axial algebra $A$ is a commutative non-associative algebra generated by primitive idempotents, called axes, whose adjoint action on $A$ is semisimple and multiplication of eigenvectors is controlled by a certain fusion law. Different fusion laws define different classes of axial algebras. Axial algebras are inherently related to groups. Namely, when the fusion law is graded by an abelian group $T$, every axis $a$ leads to a subgroup of automorphisms $T_a$ of $A$. The group generated by all $T_a$ is called the Miyamoto group of the algebra. We describe a new algorithm for constructing axial algebras with a given Miyamoto group. A key feature of the algorithm is the expansion step, which allows us to overcome the $2$-closeness restriction of Seress's algorithm computing Majorana algebras. At the end we provide a list of examples for the Monster fusion law, computed using a MAGMA implementation of our algorithm.Comment: 31 page

Pulsed Generic Advertising: The Case of Common Property

Regulation of fisheries production together with public promotion of fisheries products offer a potentially profitable environment for fishermen. Yet production restrictions are usually insufficient to prevent entry, causing depletion of the resource base and dissipation of long-run profits from promotion. Shorter run gains may be possible, providing producer response to advertising is not instantaneous. Lagged biological and economic responses appear to provide a rationale for pulsed advertising. Moreover, a pulsed advertising policy is shown to mitigate the adverse effects on the resource base which would normally accompany expansion of consumption without direct production control.generic promotion, oysters, common property, pulsed advertising, Environmental Economics and Policy, Resource /Energy Economics and Policy,