Heuristic processing of green advertising : Review and policy implications : Review and policy implications
Castro Santa, Juana (Universitat Autònoma de Barcelona. Institut de Ciència i Tecnologia Ambientals)
Drews, Stefan (Universitat Autònoma de Barcelona. Institut de Ciència i Tecnologia Ambientals)

Date:	2023
Abstract:	Green advertising aims to communicate pro-environmental dimensions of products to achieve an increase in sales. Within a general advertising framework, we organize studies of green advertising to examine the psychological processes it triggers and how it influences consumers. We analyze (1) the information typically conveyed in green advertising through verbal and non-verbal cues, (2) the moderating variables of consumers' attention, and (3) the cognitive and emotional responses to green advertising. We describe the latter through the prism of heuristics, i. e. simple rules of thumb that consumers use to analyze cues. We find that five main heuristics drive consumer responses to green advertising. We discuss how these heuristics can create psychological barriers for required changes in consumption to reduce emissions, and what policies can overcome adverse, and promote beneficial effects of green advertising.
Grants:	European Commission 741087
Note:	Altres ajuts: acords transformatius de la UAB
Note:	Unidad de excelencia María de Maeztu CEX2019-000940-M
Rights:	Aquest document està subjecte a una llicència d'ús Creative Commons. Es permet la reproducció total o parcial, la distribució, la comunicació pública de l'obra i la creació d'obres derivades, fins i tot amb finalitats comercials, sempre i quan es reconegui l'autoria de l'obra original.
Language:	Anglès
Document:	Article de revisió ; recerca ; Versió publicada
Subject:	Consumer behavior ; Emission reduction ; Green advertising ; Heuristics ; Spillovers
Published in:	Ecological economics, Vol. 206 (April 2023) , art. 107760, ISSN 0921-8009

DOI: 10.1016/j.ecolecon.2023.107760

12 p, 963.2 KB

The record appears in these collections:
Research literature > UAB research groups literature > Research Centres and Groups (research output) > Experimental sciences > Institut de Ciència i Tecnologia Ambientals (ICTA) > Environmental and Climate Economics (ECE)
Articles > Research articles
Articles > Published articles