The Role Of Gendered Environmental Messages On Consumer...

Blue, pink, and green: The role of gendered environmental messages on consumer purchase intentions Christina Quint James Madison University Dr. C. Leigh Nelson October 13, 2014 Due to the prevalence of green advertising as a marketing strategy, extensive research has been done on influences impacting consumer purchase behaviors. Message segmentation is a popular tactic traditionally used by marketing professionals to target a specific demographic, and gender is one of the most common demographic variables utilized. While research suggests that there are distinct differences in the way that products should be marketed toward men and women, limited research has been conducted to determine how responses to environmental†¦show more content†¦Now, more than ever, consumers are displaying a heightened interest in environmental issues, lending itself to the prominence of green advertising strategies. In turn, companies are recognizing the value of communicating their efforts to â€Å"Do no harm† to the environment. As such, these companies are adopting various marketing strategies to inform consumers that their products are environmentally friendly (for instance, â€Å"pesticide-free† labels), and concerned for the well-being of people (â€Å"fair trade† labels are an example) (Fisher et al, 2012). For the purpose of this study, the definition of green advertising will be adapted from the criteria provided by Banerjee, Gulas, and Iyer (1995). Green advertising is an ad which meets one or more of the following criteria: explicitly or implicitly addresses the relationship between a product and the environment; promotes a green lifestyle through highlighting a product; presents a corporate image of sustainability and environmental stewardship (1995). â€Å"Sustainability† is the term embodied by companies who strive to communicate their efforts to satisfy the â€Å"triple bottom line†, which takes into account the wellbeing of people, planet, and profits (Fisher, Bashyal, and Bachman 2012). While research has indicated a consumer preference for environmentally-preferable products, there appears to be a significant gap between environmental beliefs and action (Gabler, Butler, Adams 2013; Kronrod and Wathieu 2012; Peattie, K. andShow MoreRelatedThe Effects of Advertising on Children33281 Words   |  134 Pages.................................................................................................. 7 Media literacy ............................................................................................................................... 7 Gendered, racial and cultural portrayals ....................................................................................... 8 The state and perspective of knowledge ....................................................................................Read MoreTravel and Tourism14814 Words   |  60 Pagesbehaviour Ð °nd experience. (Pearce, Morrison Rutledge, 1998) The general motives underlined by research Ð ¾f why nature tourism Ã'â€"s thÐ µ fastest growing segment internationally Ã'â€"n tourism are: widespread changing environmental attitude, development Ð ¾f environmental education, development Ð ¾f environmental mass media. (Lindberg, Wood Engeldrum, 1998) Pearce, Morrison Ð °nd Rutledge (1998) present ten trends which represent important issues Ð ¾f content Ã'â€"n describing tourist motives, we can mention four whichRead MoreOne Significant Change That Has Occurred in the World Between 1900 and 2005. Explain the Impact This Change Has Made on Our Lives and Why It Is an Important Change.163893 Words   |  656 PagesMorrow Jr. 161 6 Locating the United States in Twentieth-Century World History †¢ Carl J. Guarneri 213 7 The Technopolitics of Cold War: Toward a Transregional Perspective †¢ Gabrielle Hecht and Paul N. Edwards 271 8 A Century of Environmental Transitions †¢ Richard P. Tucker 315 About the Contributors †¢ 343 _ IN TR OD UC TIO N Michael Adas B y any of the customary measures we deploy to demarcate historical epochs, the twentieth century does not appear toRead MoreOrganisational Theory230255 Words   |  922 Pagesdebates: explaining and understanding the diverse nature of organization theory Mapping some aspects of organization theory’s diversity Positivist protagonists: the truth is out there, and we can objectively know it Philosophical disputes around the role of the subjective in science Epistemological and ontolological disputes: how can we ever know the ‘truth’ and is there an ‘out there’? A few words of warning about the term postmodernism Overview of the structure and rationale of the book Chapter summaries