Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/168753
Authors: 
Alniacik, Umit
Yilmaz, Cengiz
Year of Publication: 
2012
Citation: 
[Journal:] Amfiteatru Economic Journal [ISSN:] 2247-9104 [Volume:] 14 [Year:] 2012 [Issue:] 31 [Pages:] 207-222
Abstract: 
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.
Subjects: 
advertisement effectiveness
claim specificity
experimental design
green advertising
product environmental relevance
JEL: 
M37
M31
Q56
Creative Commons License: 
http://creativecommons.org/licenses/by/4.0/
Document Type: 
Article

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