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Advertising
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___
University of Maryland at
College Park.
Roxanne Lefkoff-Hagius
(Ph.D., University of North
Carolina at Chapel Hill) is an
Assistant Professor of Marketing
at the University of Maryland at
College Park.
The authors wish to thank
Recent polls show that nearly 90% of American consumers are concerned
about the environmental impact of what they buy (Cramer 1991). In response,
companies are modifying existing products and developing new ones to be less
harmful to the environment. Advertisements for these green products use a
variety of appeals to persuade consumers to buy. Some of these green ads use
appeals which emphasize the relationship between the product's attributes and
the environment, while others use more traditional appeals such as financial
benefits. Despite recent increases in the number of green advertisements both
in print and on television (Iyer, Banerjee, and Gulas 1993), little is known about
the relative persuasiveness of various appeals for different target audiences.
Consumers differ in their knowledge of and concern about the environment.
They can be classified by their degree of commitment to the environment according to various attitudes and behaviors (List 1993; Roper Organization 1992).
Other research has assessed correlations among environmental concern, personality traits, and demographic variables (Durand and Ferguson 1982; Samdahl
and Robertson 1989; Webster 1975; Wysor 1983). Several studies have investigated the relationship between environmental attitudes and product purchase
(Schwepker and Cornwell 1991) or usage intentions (Alwitt and Berger 1993).
Overall, findings suggest that the more involved consumers are with the environment, the more likely they are to purchase green products. However, to date
no work has focused on how consumers' level of involvement with the environ-
There are many ways to position green products. Iyer and Banerjee (1992)
inventoried 173 print ads for green products compiled over more than five years.
Journal of Advertising,
consumers who differ in terms of involvement with the environment will re-
Summer 1995
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46
46
Journal
of
ture more physically prominent (Gardner 1983). Furthermore, Gardner (1983) found that prominence af-
versed.
ronment (the high-involvement group) are intrinsically motivated to attend to the environmental at-
Journal of Advertising
Adverti8ing
ment (the low-involvement group) are not intrinsically motivated to attend to environmental attributes
of products. Instead, they are likely to be influenced
by the attention-getting characteristics of the appeal.
Thus, in the green appeal condition, prominent environmental attributes of the product will become salient evaluative criteria. Alternatively, in the financial appeal condition, environmental attributes are
less likely to be used to evaluate the green product.
Since little is known about how low-involvement
consumers respond to green ads, we conducted several focus groups. Results of this exploratory work
suggest that consumers with little knowledge or in-
terest in the environment believe green products generally cost more than regular products and/or do not
perform as well. If so, subjects in the financial appeal
condition may find the cost-saving information to be
inconsistent with green product information already
tributes of products. The prominence of environmental information in the green appeal makes attending
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Summer
Summer
1995
less likely to attend to this inconsistent, non-prominent cost information. Consequently, they may gen-
erate less counterarguments than subjects in the financial appeal condition. Based on the preceding discussion, we hypothesize:
H3: For those less involved with the environ-
Method
Stimulus Materials
We chose a low cost, consumer nondurable-laundry detergent-for three reasons. First, we wanted to
1995
Subjects were told this was research on the attitudes of college students toward advertisements and
other issues. They were randomly assigned to one of
two appeal conditions and given 90 seconds to read
the stimulus ad. Next, they were given four minutes
to complete the first section of the questionnaire which
contained measures of purchase intent and a thought
listing task. This task required subjects to list all the
thoughts, reactions, and ideas that occurred to them
while answering the purchase intent questions, regardless of whether the thoughts pertained to the
product, advertisement, or anything else.
Then subjects completed the remainder of the ques-
tionnaire at their own pace. The second section contained attitude toward the ad and product attribute
measures and several questions about green products in general. Demographics and items about laundry behavior were also included. The third section
contained 37 general opinion questions, including involvement with the environment. The entire task took
approximately 25 minutes.
Subjects
47
de-emphasizing particular parts of the body copy. Figure 1 presents the text format of the ads. Font size,
47
did not do their own laundry or who did not sufficiently complete the task were excluded from the
analysis, leaving 71 usable responses. The average
age of the respondents was 22 years, 56% of whom
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Figure 1
YOU CAN
YOU CAN
SAVE MONEY
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Summer
Summer
1995
of our measure was somewhat higher than the ecological dimension of the NEP (a = 0.83). The correla-
1995
49
49
Harkins, and Petty (1981), each of the cognitive responses generated in the thought listing task was
classified along three dimensions: target, the focus at
uct.
Dependent Measures
Purchase intent (PI) was conceptualized as the probability of trying the brand when it becomes available.
It was measured using two 7-point scales, i.e., likely/
subjects were coded and reconciled to gauge the adequacy of the classification scheme. Based on the remaining subjects, interjudge agreement ranged from
92.3% (target) to 97.3% (origin). All disagreements
were resolved by discussion.
For target of thought, the majority (70%) of statements dealt with the green product. Thoughts about
the advertisement accounted for 12% of all statements
ing brand. For origin of thought, 93% of the statements were recipient modified. Thus, subjects tended
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Table 1
Coding
Classification
Number
Definition/Example
Resp
Target
Product Specific
Performance Thoughts about the cleaning ability, scent, effect on fibers, etc. of the product. "I don't think that Ecowa
Environment Thoughts about the environmental qualities or impact of the product. This product is healthy for the env
Money Thoughts about the cost, expense, or savings offered by the product. "Price difference is not significant relativ
Purchase Thoughts about likelihood of purchase or trial. "I would try it." "I would never
Conditional
Purchase Thoughts about the likelihood of purchase which include an element of contingency. "Free sample or c
induce me to try it."
General All other specific product thoughts. "Not impressed with product." "How easy would it be to find
Advertisement Thoughts about the execution and content of this particular ad. "The ad w
Competing Brand Beliefs and feelings about the competing brand. "I like the nice fragrance that T
Self Thoughts about the self. "I feel guilty about not buying it." "I am not environmentally
Other None of the above. "I think too many products are trying to use the environment to ma
Origin of Thought
Message-originated Restatement or paraphrase of verbal or pictorial message in ad. "Environmentally safe" "Recycl
Recipient-modified Reactions to, qualifications of, or illustrations of specific material in the ad. Also includes critique of techniques u
"Most of the time, products that are healthy for the environment cost more money."
Recipient-generated Thoughts that express pure affect toward the product or ad. "This produ
Polarity
Negative Unfavorable thoughts about the ad or buying/owning/using the product. "It gave me a bad
Neutral Thoughts that are neither favorable nor unfavorable. "Clean scents are associated with clean
Positive Favorable thoughts about the ad or buying/owning/using the product. "This product is a g
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Summer~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~_ 199 5
Table 2
Green
N
PI
AAD
SA
Non-Green
CA
PI
AAD
SA
CA
> Low 19 4.55 3.46 .348 .288 17 3.12 2.16 .048 .319
Analysis
To account for any correlation among the dependent variables, the data were analyzed using a multivariate approach. We calculated Hotelling's T2 for
the difference in the mean vectors for the high- and
low-involvement groups across appeal conditions. After adjustments for deviations in the homogeneity of
dispersion, results similar to the univariate results
were obtained. Because the hypotheses address differences in individual variables as opposed to the set
of dependent variables, the results of separate twoway ANOVAs for each of the four dependent variables are presented below and summarized in Table
3.
cant for PI, but was significant for AAD (p < 0.05).
Similarly, the overall results were significant in the
case of cognitive responses as well. Both in the case of
support arguments and counterarguments, the results were significant at the .05 level. The two-way
interaction between involvement and appeal was significant for support arguments (p < 0.01). For counterarguments, there was a significant main effect for
Hypotheses Testing
Hypothesis 1 predicted that for people highly involved with the environment, there would be no dif-
ference in PI and AAD between appeals. Two-tailed ttests found neither PI nor AAD differed significantly
pected in the green appeal condition than the financial appeal condition. There were significantly more
support arguments in the green appeal condition ver-
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Table 3
PI
Source of Variation
Main Effects
Appeal
Involvement
DF
MS
20.83
AAD
F
9.73***
MS
10.62
10.36
4.85***
6.36
36.26
16.98***
17.50
SA
F
MS
0.20
2.79
4.39*
0.20
2.71
12.08***
0.26
3.57
7.33***
2-Way Interaction
Involvement x Appeal 1
Explained
Residual
8.12 3.80
16.60 7.77***
2.14
9.22 6.36**
0.70 9.58**
10.15 7.01***
0.37 5.05**
1.45
0.07
PI = Purchase Intention; AAD = Attitude toward the Ad, SA = Support Arguments; CA = Counterarguments
Residual degrees of freedom varied due to missing data: DF(Purchase) = 64, DF(Attitude) = 66, DF(Support) = 67, and D
**p <.01
*p < 05
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1995
Summer
1995
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Depending on the particular product and product category, this relationship may vary. So, future research
should consider the effectiveness of green versus nongreen appeals when the green product is more expensive than a regular product. More generally, work is
mance (effective/ineffective). Across the four experimental conditions, there were no significant differ-
in the green appeal condition, those in the low-involvement group believed the product to be less effective than those in the high-involvement group. Overall, these results indicate that perceived performance
was a primary reason for differences between conditions. In particular, the low-involvement group in the
financial appeal condition did not believe that the
Contrary to our predictions, for those in the lowinvolvement group, there was no significant difference in counterarguments between appeal conditions.
Instead, it appears that counterarguments were a
function of involvement with the environment. Over-
counterarguments. This is consistent with prior research which indicates that ads with factual copy
velop separate advertising campaigns to target different segments of consumers. While more research
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is needed to assess the generalizability of these findings, our work suggests that opportunities exist for
advertisers to implement successful green appeal cam-
paigns.
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