Green appeals across cultures: taking the biscuit?

Research output: Contribution to conferencePaperpeer-review


In 2007 a McKinsey & Company global survey showed 87 percent of consumers are concerned about how the products they buy impacts the environment but only 33 percent of these consumers make green product purchases (Bonini and Oppenheim 2008). The way information is labeled or framed may significantly influence consumers’ judgments and decisions (Levin, Schneider, and Gaeth 1998). Based on the assumption that assertively phrased promotions negatively affect consumers’ desire for autonomy, the majority of commercial brands tend to use subtle clues in advertising (Kronrod et al., 2012) – in contrast to the charity sector. However, as Mills (1993) shows, there is a strong cultural bias towards preferences for different levels of assertiveness.
Original languageEnglish
Publication statusPublished - 2012
EventThe 11th International Conference on Research in Advertising (ICORIA) - Stockholm School of Economics, Stockholm, Sweden
Duration: 28 Jun 201230 Jun 2012


ConferenceThe 11th International Conference on Research in Advertising (ICORIA)


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