Mi-Jeong Kim ¹, Sangpil Han ¹

Affiliations
1 Department of Advertising, Hanyang University, KR

Abstract

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 product attributes exert a significant main effect on an ad’s effectiveness. This study also shows that these three factors in combination exhibit no significant interaction effect on ad effectiveness, but an interaction effect was found between an advertiser’s green credibility and its product’s green attributes on consumer attitudes toward an advertisement. These empirical findings remind marketers of the importance of environmental credibility, the environmental attributes of a product, and environmental claims for advertising. Marketers should take these variables into account when designing environmental claims for advertisements.

Keywords

Advertiser’s Green Credibility, Effects of Green Advertising, Environmental ad Claim , Green Marketing.

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Mi-Jeong Kim ¹, Sangpil Han ¹

Affiliations
1 Department of Advertising, Hanyang University, Gyeonggi-do, 426-791, KR

Abstract

This research examined the use of green advertising claims in Korean print advertisements. A content analysis was done for 18,671 environmental claims made in Korean advertising from 2013 to 2015. Each advertisement was coded according to five categories: green advertising, advertising type, green claim type, advertiser type, and product type. During this period, the study showed that only 0.8% of Korean print advertisements used environmental appeals. Green ad appeals in Korean advertisements were used to promote image, product quality, and public, in that order. The results of the study suggest that even though green issues are increasingly important in Korean society, there has been a lack of green advertising claims in Korean print advertisements. The findings of this research offered researchers a unique view of this field and some directions for future study in the field of green advertising appeals in print advertisements.

Keywords

Advertising in Korea, Advertising Messages, Content Analysis, Environmental Ad Claims, Green Advertising.

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