“Mirror, mirror, on the wall. Who is the greenest of them all?” the impact of green advertising cues on generational cohorts
Bibliographic Data
| ID | 21498050 |
|---|---|
| Authors | Sidharth Muralidharan (0000-0003-0982-5298, Temerlin Advertising Institute, Southern Methodist University, Dallas, Texas, USA, corresponding author), Carrie La Ferle (0000-0002-5894-101X, Southern Methodist University), Osnat Roth-Cohen (0000-0001-6072-0091, Ariel University) |
| Year | 2024 |
| Volume | 43 |
| Issue | 1 |
| Pages | 125-148 |
| Publication date | 2024-01-02 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | International Journal of Advertising (JOURNAL) |
| Journal identifiers | ISSN: 0265-0487 • E-ISSN: 1759-3948 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/02650487.2023.2187192 |
| OpenAlex | W4324054495 |
| Language | EN |
| Citations received | 10 |
| References cited | 53 |
Global warming is one of the top environmental concerns in the U.S, yet little is known about the effects of green advertising on different generational cohorts – Gen-Z, Gen-Y, Gen-X, and Baby Boomers. Specifically, environmental values (egoistic, altruistic, and biospheric) were assessed for differentially impacting ad attitudes and behavioral intentions across the four cohorts. Study-1 (n = 613) found the biospheric ad (plants and animals) to be more persuasive for Gen-Z and Gen-Y, with no preference shown for Gen-X and Baby Boomers, and no differences between the self (egoistic) and community (altruistic) focused ads. Based on these findings, Study 2 (n = 634) merged the four cohorts into two, Gen-ZY and Gen-XB, focused only on egoistic and biospheric, while introducing informativeness and task difficulty to better understand messaging preferences on attitudes and intentions to act. The findings revealed that Gen-ZY preferred to donate money for a biospheric ad with low information, while being motivated to volunteer their time when presented with a high information biospheric ad. Irrespective of ad appeal (egoistic or biospheric), Gen-XB had stronger intentions to donate for an advertisement with high information content (vs. low). Theoretical and advertiser implications are discussed along with future research avenues
Advertising · Appeal · Baby boomers · Business · Economics · Political science · Preference · Behavioral Health and Interventions · Environmental Education and Sustainability · Environmental Sustainability in Business · Psychology · Social Psychology
Do the Generational Cohorts of CEOs Influence Corporate Travel Emissions?
Green Advertising on Instagram Versus TikTok
Sustainable advertising and brand engagement
Introduction to the special issue on the role of sustainability in advertising
Virtual nature experiences on Instagram
Generational advertising
Diversity, equity, and inclusion (DEI) among generational cohorts
From anxiety to action
How meaningless and substantive green claims jointly determine product environmental perceptions
The effects of collectivistic and authority-based green advertising on green purchasing behavior for apparel among gen Z and Y Asian consumers in an emerging market
The Silent Revolution
Where do biospheric values come from? A connectedness to nature perspective
Political orientation moderates Americans’ beliefs and concern about climate change
Environmental Values
Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?
Generation Cohorts and Personal Values
Generational Differences in Work Values
Exploring the antecedents of green and sustainable purchase behaviour
Value Orientations, Gender, and Environmental Concern
Protecting the Environment for Self-interested Reasons
Universals in the Content and Structure of Values
The Role of Need for Cognition in Predicting the Attitudes of Indonesian Millennials Toward Printed Advertising and Purchase Intentions
Social value shift in favour of biodiversity conservation in the United States
Cognition and behavior in context
Mind the Gap
Postmaterialism and Support for the Environment in the United States
Marketing through Instagram influencers
Individual Differences in Need for Cognition and Complex Problem Solving
New Environmental Theories
Perceived difficulty, energization, and the magnitude of goal valence
Need for cognition, task difficulty, and the formation of performance expectancies
An Overview of the Schwartz Theory of Basic Values
The need for cognition
Age Differences in Consumers' Processing Strategies
| Unique citing works | 10 |
|---|---|
| Citations per year | 5 |
| Citation span | 2024 - 2026 (3) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 10 |