Green or Non-Green? Does Type of Appeal Matter when Advertising a Green Product? Special Issue: Green advertising
Schuhwerk, M. E., & Lefkoff-Hagius, R. Green or non-green? Does type of appeal matter when advertising a green product? Special Issue: Green advertising. Vol. 24. 1995. 45-54.
Examined how consumers responded to different print advertisements for a green (environmental) laundry detergent. 71 undergraduates were divided into 2 groups. One group considered a "green" appeal which emphasized the environmental attributes of the product; while another group considered the non-green appeal which emphasized the cost saving attitudes of the product. Four dependent variables were measured and analyzed using a multivariate approach: purchase intent, attitude toward the advertisement, support arguments, and counter arguments. Results show that for those highly involved with the environment, there were no significant differences in purchase intent, attitude toward the advertisement, and support arguments between appeals. However, for those less involved with the environment, the green appeal was significantly more persuasive than the non-green appeal, in terms of the same variables.