| This study investigates consumer perceptions of green advertisements. Information Manipulation Theory (IMT) is used as a framework for understanding people's evaluations of green advertisements. Participants (N=138) were given either a greened or a non-greened advertisement paired with information describing the company as having either high or low corporate environmental concern or a control condition with no information. Participants then rated the advertisements for adherence to the IMT maxims of quality, quantity, manner, and relevance as well as honesty in general. Attitudes toward the advertisement and the company were also assessed. When participants perceived adherence to the IMT maxims they had more positive attitudes about the company and advertisement. The results indicated that a green advertisement from a company with high environmental concern is perceived as more honest than an advertisement from a company with low environmental concern. A green advertisement from a company with high environmental concern is viewed more positively than a green advertisement from a company with low environmental concern. A company with high environmental concern that uses green advertisements is also perceived more positively than a company with low environmental concern that uses green advertisements. |
PDF Full Text Request