Green Advertising and the Reluctant Consumer

Download or read book Green Advertising and the Reluctant Consumer written by Kim Sheehan and published by Routledge. This book was released on 2016-01-08 with total page 146 pages. Available in PDF, EPUB and Kindle. Book excerpt: This edited collection presents cutting edge research into the topic of green messages and subsequent consumer responses. The research studies draw on a rich tradition of communication, psychological and sociological theories that examine consumer responses in a nuanced way. At the same time, the studies present important implications for advertising practitioners and academics alike. Written by communications scholars from North America, Europe and Asia, the studies encompass a range of research techniques including experiments, surveys, content analyses and depth interviews. The book provides important insights into current practice as well as directions for future research. This book was originally published as a special issue of the Journal of Advertising.