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By Meredith Gibson
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“The United States comprises only 5 per cent of the world’s population, but has consumed about 5 times more than an average Mexican, 10 times as much as an average Chinese and 30 times more than the average person in India”
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“Green advertising has been studied extensively to help develop effective environmental
communication strategies targeting green consumers”
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“Any advertising that explicitly or implicitly promotes an awareness of
environmental issues and/or suggests behaviors useful in
minimizing or correcting these environmental issues”
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Others encourage consumers to consume conscientiously in their
day to day lives
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Can green advertisements help us consume less?
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“Nearly 83% of global consumers say that it is important to implement a variety of programs that protect the environment, [yet] only 22% would pay more for eco-friendly products.”
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Why is this the case?
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The cost of behaving environmentally influences environmental attitudes and
subsequent behaviors
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Consumers often feel the government should protect the environment
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Others feel future technological endeavours will fix our current
environmental problems
To add, consumers often mistrust companies that promote green
products without necessarily being green themselves
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In fact, approximately $500 million to $1 billion is spent annually on green public
relations and ads in the United States
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In many cases, companies spend more money on
green advertising than on funding for
environmental groups
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How do we fix this green gap?
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References Fowler, R.A., and Close, A.G. (2013). It Ain’t Easy Being Green: Macro, Meso,
Micro Green Advertising Agendas. Journal of Advertising, 41(4), 119-132.
Jimenez, M., and Yang, K.C.C. (2008). How Guilt Level Affects Green Advertising Effectiveness? Journal of Creative Communications, 3(3), 231-254.
Nakajima, N. (2001). Green Advertising and Green Public Relations as Integration Propaganda. Bulletin of Science, Technology & Society, 21(5), 334-348.
Image:KevinDooleyviaFlickr
Image Credits: Slide 1-20 Flickr Creative Commons 3.0