Green Advertising and the Reluctant Consumer. Special Issue: Green Advertising

Presents an introduction to a special issue on green advertising. As ecological concerns evolve and diffuse throughout society, advertisers are interested in developing green (environmental) messages and are interested in targeting green customer segments. Unfortunately for advertisers, many green customers have negative attitudes about business, and they often have negative impressions about the advertising industry. This dilemma has been examined from a variety of perspectives. The special issue deals with the emergence of green stakeholders, business development, experiments and surveys conducted in this field, illustrations of statistical and legal perspectives, and the reasons why consumers are reluctant about green advertising.