Signaling the Green Sell: The Influence of Eco-Label Source, Argument Specificity, and Product Involvement on Consumer Trust

Atkinson, Lucinda Jane; Rosenthal, Sonny

doi:10.1080/00913367.2013.834803

Cited by 402 publications

(387 citation statements)

References 61 publications

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“…The more involved, the likelier becomes central processing, including not only logos and arguments, but also celebrities (Atkinson & Rosenthal, 2014;Hung, 2014). The star is a green ad cue whose image is centrally assessed within the ad context (Hung, 2014).…”

Section: The Moderating Role Of Environmental Concernmentioning

confidence: 99%

“…The ELM posits that high involvement consumers process ad content centrally, responding to cognitive cues like compelling arguments (Atkinson & Rosenthal, 2014;Hung, 2014). Low involvement consumers process ad content peripherally, reacting to affective cues such as celebrities (Erdogan, 1999;Hung, 2014).…”

Section: The Moderating Role Of Environmental Concernmentioning

confidence: 99%

“…Consumers expect companies to provide respective product information in ads (Kong & Zhang, 2013). Thus, green advertising, promoting products with environmental qualities, keeps rising (Atkinson & Rosenthal, 2014): Green ads have decupled since the 1990s, and tripled from 2006 until 2013, leading to a cluttered ad environment and reduced ad effectiveness (Kong & Zhang, 2013). To overcome the clutter, marketers of green brands need new, attention-getting strategies.…”

Section: Introductionmentioning

confidence: 99%

“…Environmentally concerned and unconcerned consumers are henceforth also called green and non-green consumers. Most green ad strategies work best on green consumers, since they actively use provided ad information (Atkinson & Rosenthal, 2014;Matthes & Wonneberger, 2014). Clearly, not every consumer is truly green, yet society needs a greener, sustainable consumer culture (Alexander, 2013;Kong & Zhang, 2013).…”

Section: Introductionmentioning

confidence: 99%

“…To overcome the clutter, marketers of green brands need new, attention-getting strategies. A suggested but still non-investigated strategy is the use of celebrity endorsers in green ads (Atkinson & Rosenthal, 2014;Lee & Park, 2013;Minton & Rose, 1997). A celebrity endorser is a public figure aiming to transmit their image onto brands through advertising (Lee & Thorson, 2008).…”

Section: Introductionmentioning

confidence: 99%

See 4 more Smart Citations

The Synergy in Green Persuasion, Green Celebrity Endorsers in Green Advertising: A Study of Brand - Endorser Congruence Effects in Green Advertising

Blasche¹,

Ketelaar²

2015

JEM

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ABSTRACT. This study examines celebrity endorser-brand congruence effects in green advertising on the ads' effectiveness. In an experimental survey, Dutch participants (197) saw ads with a congruent or incongruent celebrity endorser. Extending the match-up hypothesis to a novel match-up factor, greenness, the results show that pro-environmental celebrity endorsers yield more favourable attitudes towards the ad, the brand, and purchase intentions compared to non-green celebrity endorsers. Practitioners can enhance endorser selection and branding strategies for green brand products by using green celebrity endorsers. Pro-environmental celebrity endorsement reaches a wide share of consumers, thus paving the way to more eco-conscious consumerism.

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Section: The Moderating Role Of Environmental Concernmentioning

confidence: 99%

Section: The Moderating Role Of Environmental Concernmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

The Synergy in Green Persuasion, Green Celebrity Endorsers in Green Advertising: A Study of Brand - Endorser Congruence Effects in Green Advertising

Blasche¹,

Ketelaar²

2015

JEM

View full text Add to dashboard Cite

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Green Consumption

Atkinson

2015

The Wiley Blackwell Encyclopedia of Consumption and Consumer Studies

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Green consumption – the choice of environmentally friendly and prosocial goods and services – has witnessed a resurgence since the turn of the century. Still, it represents a small percentage of overall sales. Although consumers increasingly claim to be concerned about the environment, they rarely follow through with these concerns in the market. Efforts to identify the details of this attitude–behavior gap, or “green gap,” have focused on a variety of attitudinal, cognitive, and behavioral causes. Still others have focused on information sources, specifically green advertising and the potential for deceptive claims, as a cause of green consumer misgivings.

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Impacts of green innovation on small and medium enterprises' performance: The role of sustainability readiness and firm size

Schrank,

Kijkasiwat

2024

Bus Strat Dev

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This study investigates the influence of green innovation and technology in both products and processes on the performance of small and medium‐sized enterprises (SMEs) in Thailand. Additionally, it explores the impact of firm size and sustainability readiness on SME performance and examines the moderating and mediating effects of these factors on the relationship between innovation and firm performance. Structural equation modeling (SEM) was employed as the methodological approach, utilizing a sample of 421 SMEs in Thailand. The findings reveal that green innovation and sustainability readiness significantly contribute to SME performance. Sustainability readiness is identified as a mediator, underscoring its significant role in mediating the relationship between green innovation and firm performance. Furthermore, firm size is confirmed as a moderator, indicating that the influence of green innovation on firm performance is contingent upon the firm's size. These findings have significant implications for SMEs, providing valuable insights into strategic investments in sustainability readiness and green innovation as avenues for enhancing performance and competitiveness.

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Signaling the Green Sell: The Influence of Eco-Label Source, Argument Specificity, and Product Involvement on Consumer Trust

Cited by 402 publications

References 61 publications

The Synergy in Green Persuasion, Green Celebrity Endorsers in Green Advertising: A Study of Brand - Endorser Congruence Effects in Green Advertising

The Synergy in Green Persuasion, Green Celebrity Endorsers in Green Advertising: A Study of Brand - Endorser Congruence Effects in Green Advertising

Green Consumption

Impacts of green innovation on small and medium enterprises' performance: The role of sustainability readiness and firm size

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