绿色广告研究述评
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外国经济与管理 2008 年 第 30 卷第 10 期, 页码：52 - 58
摘要
参考文献
摘要
学术界对市场营销与环境保护之间关系的反思,推动了绿色广告研究。绿色广告的概念、分类和测量,消费者对绿色广告的反应(绿色广告效果)以及组织的绿色广告战略,是绿色广告研究的主要领域。本文系统地回顾和总结了当代绿色广告研究的主要成果,并就绿色广告研究存在的不足之处和未来的研究方向进行了探讨。
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[2]Fisk,George.Marketing and the ecological crises[M].New York:Harper&Row,1974.
[3]Subhabrata Banerjee,Charles S Gulas,and Easwar Iyer.Shades of green:A multidimensional analysis of environmental advertising[J].Journal of Advertising,1995,24(2):21-31.
[4]William E Kilbourne.Green advertising:Salvation or oxymoron?[J].Journal of Advertising,1995,24(2):7-19.
[5]Kangun,Norman,Les Carlson,and Stephen Grove.Environmental advertising claims:A preliminary investigation[J].Journal of PublicPolicy and Marketing,1991,10(2):47-58.
[6]E R Wagner,and E N Hansen.Methodology for evaluating green advertising of forest products in the United States:A content analy-sis[J].Forest Products Journal,2002,52(4):17-23.
[7]Les Carlson,Stephen J Grove,and Norman Kangun.A content analysis of environmental advertising claims:A matrix method approach[J].Journal of Advertising,1993,22(3):27-39.
[8]Joel J Davis.Strategy for environmental advertising[J].The Journal of Consumer Marketing,1993,10(2):19-36.
[9]Rich Y K Chan.Consumer responses to environmental advertising in China[J].Marketing Intelligence&Planning,2004,22(4):427-437.
[10]Clare D’Souza,and Mehdi Taghian.Green advertising effects on attitude and choice of advertising themes[J].Asia Pacific of Market-ing and Logistics,2005,17(3):51-66.
[11]Carl Obermiller.The baby is sick/the baby is well:A test of environmental communication appeals[J].Journal of Advertising,1995,24(2):55-70.
[12]Melody E Schuhwerk,and Roxanne Lefkoff-Hagius.Green or non-green?Does type of appeal matter when advertising a green prod-uct?[J].Journal of Advertising,1995,24(2):45-54.
[13]Joel J Davis.Good ethics is good for business:Ethical attributions and response to environmental advertising[J].Journal of BusinessEthics,1994,13(11):873-885.
[14]L J Shrum,John A McCarty,and Tina M Lowrey.Buyer characteristics of the green consumer and their implications for advertisingstrategy[J].Journal of Advertising,1995,24(2):71-82.
[15]George M Zinkhan,and Les Carlson.Green advertising and reluctant consumer[J].Journal of Advertising,1995,24(2):1-6.
[16]Louis A Morris,Manoj Hastak,and Michael B Mazis.Consumer comprehension of environmental advertising and labeling claims[J].The Journal of Consumer Affairs,1995,29(2):328-350.
[17]Rich Y K Chan,T K P Leung,and Y H Wong.The effectiveness of claims for services advertising[J].Journal of Service Marketing,2006,20(4):233-250.
引用本文
胡维平, 曾晓洋. 绿色广告研究述评[J]. 外国经济与管理, 2008, 30(10): 52–58.
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