Results 31 to 40 of about 18,807 (202)

Maintaining customer loyalty through corporate social responsibility, green advertising receptivity and green marketing: the mediating role of green brand image [PDF]

Decision Science Letters
This study investigated the impact of corporate social responsibility, green advertising receptivity, and green marketing on green brand image and customer loyalty in the Vietnamese food industry, focusing on the mediating role of green brand image.
Nhinh Thi Tran, Thi Le Hang Nguyen
doaj   +1 more source

Which Company is the Best for Green Advertising?: The Effects of Green Advertising on Cosumer Response Focused on Advertiser Characteristics

Indian Journal of Science and Technology, 2015
This study examines the effects of green ads on consumer responses focused on an advertiser’s green characteristics, which is found to be an important variable. By applying a 2 × 2 × 2 factorial design using 472 subjects in Korea, this study demonstrates that the three independent variables of green ad claims, green source credibility, and green ...
Mi-Jeong Kim, Sangpil Han
openaire   +1 more source

A study on the influence of green advertising appeals on advertising effectiveness

Journal of Education, Humanities and Social Sciences, 2023
As ecological sustainability has become an important public issue, more and more enterprises take green advertising as a marketing strategy while related studies are being conducted to explore the most positive way to maximize the advertising effect.
openaire   +1 more source

Customer perception of green advertising in the context of eco-friendly FMCGs

, 2016
Past studies have focused on the role of advertising in consumer behaviour. However, with the emergence of green marketing as a field of study, there is a growing importance in eco-friendly products.
Valenzuela, Fredy, Hassan, Rumman
core   +1 more source

Marketing communication: Creating green advertising ADS [PDF]

Ekonomski Pogledi, 2015
Growing awareness about the existence of the ecological crisis has led to rapid growth of the green consumer segment on the market. Many companies has seen this trend as a potential opportunity for gaining competitive advantage, which is considered as ...
Milovanov Olja, Đokić Ines
doaj   +1 more source

Cuteness or Coolness—How Does Different Anthropomorphic Brand Image Accelerate Consumers’ Willingness to Buy Green Products?

Frontiers in Psychology, 2021
Green consumption is an important component of environmental protection behavior. The behaviors of individual consumers are having unprecedented impacts on the sustainable development of a green society.
Yue Lu, Yunxiao Liu, Le Tao, Shenghong Ye   +3 more
doaj   +1 more source

A psychophysiological approach for measuring response to messaging: How consumers emotionally process green advertising

, 2015
How does the consumer emotionally process and react to messaging intended to prompt responsible behavior toward the environment? This study provided a psychophysiological method to analyze how certain combinations of elements in an advertisement generate
Martínez Fiestas, Myriam, Montoro-Rios, Francisco, del Jesus, Maria Isabel Viedma, Sanchez-Fernandez, Juan   +3 more
core   +1 more source

Evaluating the Business and Owner Characteristics Influencing the Adoption of Online Advertising Strategies in the Green Industry

HortTechnology, 2019
As more individuals use the Internet for business and leisure, the opportunities for firms to promote products and services and to communicate with consumers online increases.
Ariana P. Torres, Susan S. Barton, Bridget K. Behe   +2 more
doaj   +1 more source

GREEN AWARENESS AS A MEDIATOR OF GREEN ADVERTISING, BRAND IMAGE, AND PURCHASE INTENTION

Eksis: Jurnal Riset Ekonomi dan Bisnis
This study examines the relationships between green advertising, green brand image, green awareness, and green purchase intention. A quantitative approach was employed using non-probability sampling with a purposive sampling technique.
Yolanda Rambu Pahamu Eti, Lena Ellitan
doaj   +1 more source

A neuromarketing perspective of green advertising [PDF]

, 2021
Η παρούσα διατριβή κινείται στο γνωστικό αντικείμενο της επίδρασης διαφορετικών τεχνικών περιβαλλοντικής διαφήμισης στον καταναλωτή και τονίζει τις διαφορές ανάμεσα στις διαφορετικές μεθόδους διαφήμισης με βάση τις έξι παραποιημένες διαφημίσεις που δημιουργήθηκαν για την παρούσα έρευνα.
openaire   +1 more source