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Application of GREEN scale to understanding US consumer response to green marketing communications
Author(s) -
Bailey Ainsworth A.,
Mishra Aditya S.,
Tiamiyu Mojisola F.
Publication year - 2018
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.21140
Subject(s) - green marketing , green consumption , consumption (sociology) , marketing , scale (ratio) , marketing communication , business , advertising , consumer behaviour , economics , sociology , microeconomics , production (economics) , social science , physics , quantum mechanics
Abstract This paper reports on three studies that were done as part of an application of the GREEN scale (Haws, Winterich, & Naylor, 2014) to understanding US consumer response to green marketing communications. The GREEN scale was developed originally to measure consumers’ tendency to express their environmental concern through their consumption behaviors, that is, their green consumption values. In the current paper, three studies explored the impact of US consumers’ GREEN consumption values on their response to brands’ green public relations and green advertising. The results show that, in addition to helping to explain green consumption behaviors, GREEN can also help to explain consumer response to brands’ marketing communications efforts. Limitations are pointed out and future research directions are proposed.