Examining Green Advertising and Its Impact on Consumer.pdfVIP

78 — The Elon Journal of Undergraduate Research in Communications • Vol. 4, No. 2 • Fall 2013 Examining Green Advertising and Its Impact on Consumer Skepticism and Purchasing Patterns Lindsay Richards* Strategic Communications Elon University Abstract The twenty-first century has seen a significant increase in environmental awareness and activism, which has ultimately developed into a pro-environmental trend. Similar to previous societal trends such as cigarette smoking and fashion fads, environmentalism has recently entered the advertising world under the term “green advertising.” This research aimed to identify the impact of green advertising through evaluating consumers’ connection to the environment, trust in advertising and willingness to purchase green products. An analysis of 107 online survey responses indicated that consumers are generally skeptical of green adver- tisements, and have clear motivating and deterring factors when purchasing green products. This research is useful for advertisers, as it can help environmental firms understand and reach their target consumers more effectively. I. Introduction This research was designed to provide credible environmental companies with more effective and ethical ways of advertising to their desired target audiences. Over the past couple of decades, the green movement has become more and more of a presence in our society. Organic items are more readily available, fuel efficient vehicles are becoming more popular, and many consumers are looking to make an environmental difference no matter how small it may be. The green movement has also made its way into advertising and the consumer marketplace, where communicators are using the trend to spark consumer interest and drive sales. Lab