The effects of using green appeals in advertising

Abstract

The paper presents a research that explores the effects of green appeals in advertisements. Green marketing is a viable alternative for a lot of companies. The reason for that is that consumers’ attitude towards the company is positively affected by green claims. On the contrary if companies act against green claims the advertisement can cause damage in their image. Our research focuses on the measurement of such behaviour. We use experiments, where we measure the effect of three kinds of company advertisement and three types of company performance.