It Looks Green: Effects of Green Visuals in Advertising on Chinese Consumers' Brand Perception

Journal of International Consumer Marketing

Volumn 26, Issue 1, 2014, Pages 75-86

  Xue, Fei ^a  

^a UNIVERSITY OF SOUTHERN MISSISSIPPI   (United States)

Author keywords

brand perception; China; Green advertising; green visuals; product involvement

Indexed keywords

EID: 84890769959     PISSN: 08961530     EISSN: 15287068     Source Type: Journal    
DOI: 10.1080/08961530.2014.848094     Document Type: Article

References (57)

1. Ahmad, H., Ali Shah, I. and Ahmad, K. 2010. Factors in environmental advertising influencing consumers' purchase intention. European Journal of Scientific Research, 48 (2): 217 - 226.
2. Alniacik, U. and Yilmaz, C. 2012. The effectiveness of green advertising: Influences of claim specificity, product's environmental relevance and consumers' pro-environmental orientation. The Amfiteatru Economic Journal, 14 (31): 207 - 222.
3. An, D. 2007. Advertising visuals in global brands' local websites: A six-country comparison. International Journal of Advertising, 26 (3): 303 - 332.
4. Areni, C. S. 2003. The effects of structural and grammatical variables on persuasion: An Elaboration Likelihood Model perspective. Psychology & Marketing, 20 (4): 349 - 375.
5. Banerjee, S., Gulas, C. S. and Iyer, E. 1995. Shades of green: A multidimensional analysis of environmental advertising. Journal of Advertising, 24 (2): 21 - 31.
6. Barboza, D. 2010. " China passes Japan as second- largest economy ". In New York Times August 15, http://www.nytimes.com/2010/08/16/business/global/16yuan.html (accessed March 9, 2012)
7. Berger, A. 1998. Seeing is believing: An introduction to visual communication. 2nd ed., Mountain View, CA: Mayfield.
8. Bickart, B. A. and Ruth, J. A. 2012. Green eco-seals and advertising persuasion. Journal of Advertising, 41 (4): 51 - 67.
9. Boller, G. W., Swasy, J. L. and Munch, J. M. 1990. " Conceptualizing argument quality via argument structure ". In Advances in consumer research, Edited by: Goldberg, M. E., Gorn, G. and Pollay, R. Vol. 17, 321 - 328. Provo, UT: Association for Consumer Research.
10. Bush, M. 2008. Sustainability and a smile. Advertising Age, 79 (8) 1, 25
11. Carlson, L., Grove, S. J. and Kangun, N. 1993. A content analysis of environmental advertising claims: A matrix method approach. Journal of Advertising, 22 (3): 27 - 39.
12. Cauberghe, V. and Pelsmacker, P. D. 2010. The effectiveness of telescopic ads delivered via interactive digital television: The impact of the amount of information and the level of interactivity on brand responses. Journal of Interactive Marketing, 24 (4): 297 - 308.
13. Chan, R. Y. K. 2000. The effectiveness of environmental advertising: The role of claim type and the source country green image. International Journal of Advertising, 19: 349 - 375.
14. Chan, R. Y. K. 2001. Determinants of Chinese consumers' green purchase behavior. Psychology & Marketing, 18 (4): 389 - 413.
15. Chan, R. Y. K. and Lau, L. B. Y. 2002. Explaining green purchase behavior: A cross-cultural study on American and Chinese consumers. Journal of International Consumer Marketing, 14 (2/3): 9 - 40.
16. Chan, R. Y. K., Leung, T. K. P. and Wong, Y. H. 2006. The effectiveness of environmental claims for services advertising. Journal of Services Marketing, 20 (4): 233 - 250.
17. Chitra, K. 2007. In search of the green consumers: A perceptual study. Journal of Services Research, 7 (1): 173 - 191.
18. Cho, B., Kwon, U., Gentry, J. W., Jun, S. and Kropp, F. 1999. Cultural values reflected in theme and execution: A comparative study of U.S. and Korean television commercials. Journal of Advertising, 28 (4): 59 - 73.
19. Chow, C. S. F., Tang, E. P. Y. and Fu, I. S. 2007. Global marketers' dilemma: Whether to translate the brand name into local language. Journal of Global Marketing, 20 (4): 25 - 38.
20. Clarke, K. and Belk, R. W. 1978. " The effect of product involvement and task definition on anticipated consumer effort ". In Advances in consumer research, Edited by: Hunt, H. K. 313 - 318. Ann Arbor, MI: Association for Consumer Research.
21. Coomber, E. 2008. The visual advantage. Communication World, 25 (5): 36 - 38.
22. Cutler, B. D. and Javalgi, R. G. 1992. A cross-cultural analysis of the visual component of print advertising: The United States and the European community. Journal of Advertising Research, 32 (1): 71 - 80.
23. DuPont Industrial Biosciences. 2012. Survey reveals China's growing desire for green products http://biosciences.dupont.com/media/news-archive/news/2012/survey-reveals-chinas-growing-desire-for-green-products/ (accessed July 10, 2013)
24. Frame, B. and Newton, B. 2007. Promoting sustainability through social marketing: Examples from New Zealand. International Journal of Consumer Studies, 31: 571 - 581.
25. Grillo, N., Tokarczyk, J. and Hansen, E. 2008. Green advertising developments in the U.S. forest sector: A follow-up. Forest Product Journal, 58 (5): 40 - 46.
26. Hartmann, P. and Apaolaza-Ibáñez, V. 2008. Virtual nature experiences as emotional benefits in green product consumption: The moderating role of environmental attitudes. Environment and Behavior, 40 (6): 818 - 842.
27. Hartmann, P. and Apaolaza-Ibáñez, V. 2009. Green advertising revisited: Conditioning virtual nature experiences. International Journal of Advertising, 28 (4): 715 - 739.
28. Hartmann, P. and Apaolaza-Ibáñez, V. 2010. Beyond savanna: An evolutionary and environmental psychology approach to behavioral effects of nature scenery in green advertising. Journal of Environmental Psychology, 30: 119 - 128.
29. Hou, W. 1997. Reflections on Chinese traditional ideas of nature. Environmental History, 2 (4): 482 - 493.
30. Hu, H. 2013. The effectiveness of environmental advertising in hotel industry. Cornell Hospitality Quarterly, 53 (2): 154 - 164.
31. Kärnä, J., Juslin, H., Ahonen, V. and Hansen, E. 2001. Green advertising: Greenwash or a true reflection of marketing strategies?. Greener Management International, 33: 59 - 70.
32. Kim, M. and Lennon, S. 2008. The effects of visual and verbal information on attitudes and purchase intentions in Internet shopping. Psychology and Marketing, 25 (2): 146 - 178.
33. Kluckhohn, F. R. and Strodtbeck, F. L. 1961. Variations in value orientations, Evanston, IL: Row, Peterson.
34. Kong, Y. and Zhang, A. 2013. Consumer response to green advertising: The influence of product involvement. Asian Journal of Communication, 23 (3): 1 - 21.
35. Lester, P. 2000. Visual communication: Images with messages, Belmont, CA: Wadsworth.
36. Lin, C. A. 2001. Cultural values reflected in Chinese and American television advertising. Journal of Advertising, 30 (4): 83 - 94.
37. Lu, J. 2008. Harmony in Chinese television commercials on technology products. China Media Research, 4 (4): 69 - 75.
38. MacKenzie, S. B., Lutz, R. J. and Belch, G. E. 1986. The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 23 (2): 130 - 143.
39. Miracle, G. E., Chang, K. Y. and Taylor, C. R. 1992. Culture and advertising executions: A comparison of selected characteristics of Korean and U.S. television commercials. International Marketing Review, 9 (4): 5 - 17.
40. Mitchell, A. A. and Olson, J. C. 1981. Are product attribute beliefs the only mediator of advertising effects on brand attitude?. Journal of Marketing Research, 18: 318 - 332.
41. Montgomery, C. and Stone, G. 2009. Revisiting consumer environmental responsibility: A five nation cross-cultural analysis and comparison of consumer ecological opinions and behaviors. International Journal of Management and Marketing Research, 2 (1): 35 - 58.
42. Muehling, D. D. and McCann, M. 1993. Attitude toward the ad: A review. Journal of Current Issues and Research in Advertising, 15 (2): 25 - 58.
43. Mueller, B. 1987. Reflections of culture: An analysis of Japanese and American advertising appeals. Journal of Advertising Research, 27 (3): 51 - 59.
44. 2009. The world's biggest polluters. The New Ecologist, October 15, http://www.thenewecologist.com/2009/10/the-worlds-biggest-polluters (accessed July 10, 2013)
45. Ongkrutraksa, W. 2002. " A content analysis of environmental advertising: Studies of Japanese, Thai, Chinese and American advertisements ". In Asia Pacific advances in consumer research, Edited by: Zwick, R. and Ping, T. Vol. 5, 120 - 126. Valdosta, GA: Association for Consumer Research.
46. People's Daily Online. 2011. Interview: China shows harmony between people and nature possible. http://english.people.com.cn/90001/90776/90883/7383499.html (accessed March 20, 2012)
47. Peterson, R. T. 2005. Employment of ecology themes in magazine advertisements directed to children: A longitudinal analysis. Journal of Promotion Management, 11 (2/3): 195 - 215.
48. Petty, R. E. and Cacioppo, J. T. Effects of issue involvement on attitudes in an advertising context. Proceedings of the Division 23 Program, Edited by: Gom, G. G. and Goldberg, M. E. pp. 75 - 79. Montreal: American Psychological Association.
49. Petty, R. E., Cacioppo, J. T. and Schumann, D. 1983. Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10: 135 - 146.
50. Petty, R. E., Unnava, R. H. and Strathman, A. J. 1991. " Theories of attitude change ". In Handbook of consumer behavior, Edited by: Robertson, T. S. and Kassarjian, H. H. 241 - 280. Englewood Cliffs, NJ: Prentice Hall.
51. Polonsky, M. J., Carlson, L., Grove, S. and Kangun, N. 1997. International environmental marketing claims: Real changes or simple posturing. International Marketing Review, 14 (4): 218 - 232.
52. Rametsteiner, E., Pajari, B. and Peck, T. 1999. " Potential markets for certified forest products in Europe ". In EFI Proceedings, Vol. 25, Joensuu, Finland: European Forest Institute.
53. Schmit, J. 2009. " China pushes solar, wind power development ". In USA Today http://www.usatoday.com/money/industries/energy/environment/2009-11-17-chinasolar17_CV_N.htm?csp=outbrain&csp=obinsite (accessed March 10, 2012)
54. Simons, J. and Carey, K. B. 1998. A structural analysis of attitudes toward alcohol and marijuana use. Personality and Social Psychology Bulletin, 24 (7): 727 - 735.
55. Stafford, M. R., Stafford, T. F. and Chowdhury, J. 1996. Predispositions toward green issues: The potential efficacy of advertising appeals. Journal of Current Issues and Research in Advertising, 18 (1): 67 - 79.
56. Wylie, M. 2011. Consumer interest in green products expands across categories. http://greennews4u.com/?p=1282 (accessed September 9, 2012)
57. Zaichkowsky, J. L. 1994. The Personal Involvement Inventory: Reduction, revision, and application to advertising. Journal of Advertising, 23 (4): 59 - 70.