Perspectives : Advertising and climate change-Part of the problem or part of the solution?
Hartmann, Patrick (Universidad del País Vasco)
Marcos, Aitor (Universidad del País Vasco)
Castro Santa, Juana (Universitat Autònoma de Barcelona. Institut de Ciència i Tecnologia Ambientals)
Apaolaza, Vanessa (Universidad del País Vasco)

Fecha:	2023
Resumen:	The advertising industry has a direct carbon footprint but also contributes to climate change by stimulating unsustainable economic growth, promoting climate-harmful consumerism, and greenwashing polluting products and companies. However, advertising can also play a pivotal role in fighting climate change. The advertising industry can reduce its carbon footprint, fight greenwashing, and cut ties with polluting clients and industries. Green advertising can shift consumers away from climate-harmful consumption patterns toward a low-carbon culture by providing accurate information and leveraging psychological processes such as moral satisfaction, nature experiences, and fear responses, among others. For advertising research to play a significant role in this paradigm shift, it should focus more specifically on climate-relevant behaviours instead of on general green consumer behaviour, and adopt a more holistic approach to analyze the role of advertising not only in influencing individual consumers' decisions but also in sustaining a cultural narrative that promotes climate protection.
Ayudas:	Agencia Estatal de Investigación PID2021-123686OB-I00
Nota:	Unidad de excelencia María de Maeztu CEX2019-000940-M
Nota:	Altres ajuts: Basque Government [grant numbers IT1731-22, PRE-2021-2-0037] and FESIDE Foundation [grant number 03-21]
Derechos:	Aquest document està subjecte a una llicència d'ús Creative Commons. Es permet la reproducció total o parcial, la distribució, i la comunicació pública de l'obra, sempre que no sigui amb finalitats comercials, i sempre que es reconegui l'autoria de l'obra original. No es permet la creació d'obres derivades.
Lengua:	Anglès
Documento:	Article ; recerca ; Versió publicada
Materia:	Carbon footprint ; Climate change ; Green advertising ; Green consumer ; Greenwashing ; SDG 8 - Decent Work and Economic Growth ; SDG 12 - Responsible Consumption and Production ; SDG 13 - Climate Action
Publicado en:	International Journal of Advertising, Vol. 42, Issue 2 (2023) , p. 430-457, ISSN 1759-3948

DOI: 10.1080/02650487.2022.2140963

29 p, 2.2 MB

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