The Influence of Environmental Claims on Consumer Reaction to Advertising: An Individual Difference Approach

The Influence of Environmental Claims on Consumer Reaction to Advertising: An Individual Difference Approach

  Although the use of environmental claims in advertising has increased in recent years (Cude 1993; Davis 1994), how such ads influence consumer judgment and reaction is unclear. A review of existing research suggests the impact of environmental claims on several measures of advertising effectiveness. In order to better understand conditions under which the persuasive effects of environmental claims might be enhanced or diminished, it was examined the moderating role of individual difference factors expected to predict reactions to advertising containing environmental claims. Using two-way ANOVAs, it found that environmental claims were effective in forming favorable attitudes toward the ad, attitudes toward the brand, and purchase intentions but that some individual characteristics examined didn’t moderate the effects of environmental claims on the three measures of advertising effectiveness.