From green advertising to greenwashing: content analysis of global corporations’ green advertising on social media

Kwon, Kyeongwon; Lee, Jaejin; Wang, C.-K.; Diwanji, Vaibhav Shwetangbhai

doi:10.1080/02650487.2023.2208489

Cited by 11 publications

(2 citation statements)

References 51 publications

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“…Stakeholders with high uncertainty avoidance prefer messages with real examples of firms' achievements, thereby past-framed information would be convincing (Tuan et al, 2023 ). From an information certainty perspective, claims about prognostic benefits may be exaggerated (Kwon et al, 2023 ). Therefore, we propose the following hypothesis:…”

Section: Conceptual Framework and Hypotheses Developmentmentioning

confidence: 99%

“…Studies consistently indicate that consumers generally respond positively to green advertisements, though occasional skepticism arises from concerns about greenwashing (Kwon et al, 2023 ; Muralidharan et al, 2023 ). The variation in perceptions of identical advertising content offers an opportunity to apply the S-D logic, which views advertising as a communication channel for conveying firms' value propositions (Verleye and Reber, 2022 ).…”

Section: Introductionmentioning

confidence: 99%

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Value delivery in green consumption: the effect of advertisement value proposition on consumer perception and purchase intention

Zhang,

Liu,

2024

Front. Psychol.

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Amid the expanding green consumer market, companies are increasingly emphasizing their eco-friendly contributions in advertising. This study delves into the value delivery process within green consumption, guided by the service-dominant logic (S-D logic). A survey-based experiment with 589 responses reveals that the information frame in advertising significantly impacts consumer value perceptions and purchase intentions. Notably, the temporal frame of advertising plays a pivotal role, influencing consumers' value perceptions. Future framing enhances emotional value perceptions, while past framing promotes environmental value perceptions. This research enhances our understanding of value delivery mechanisms in green consumption and holds valuable implications for marketers of sustainable products.

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Section: Conceptual Framework and Hypotheses Developmentmentioning

confidence: 99%