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Are we a product of our environment? Assessing culturally congruent Green advertising appeals, novelty, and environmental concern in India and the USA
- Issue Date
- 2017
- Publisher
- ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
- Keywords
- Green advertising; culture; individualism-collectivism; ad novelty; environment; India
- Citation
- ASIAN JOURNAL OF COMMUNICATION, v.27, no.4, pp.396 - 414
- Indexed
- SSCI
SCOPUS
- Journal Title
- ASIAN JOURNAL OF COMMUNICATION
- Volume
- 27
- Number
- 4
- Start Page
- 396
- End Page
- 414
- ISSN
- 0129-2986
- Abstract
- In response to rising consumption effects on the environment, green advertisers have employed different tactics to advertise their unique products. Limited research has explored the impact of culturally congruent appeals in green advertising. A total of 118 (N) adults participated online to assess the influence of these appeals in a cross-cultural context. Findings indicate that collectivistic appeals worked best among Indian consumers while individualistic appeals were more effective for Americans. Ad novelty and environmental concern were important covariates. Implications for advertisers are discussed.
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