publication . Bachelor thesis . 2012

Consumers' Attitudes Toward Printed Green Advertising : A study of attitudes among Swedish consumers

Ekström, Amanda; Gustafsson, Niclas;
Open Access English
  • Published: 01 Jan 2012
  • Publisher: Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Marketing and Logistics
  • Country: Sweden
Abstract
Introduction With the increased interest and awareness toward environmental issues among Swedish consumers, their demands on what constitutes value in advertisements have also changed. Advertising-in-general is often regarded as a rather unwelcomed intrusion and a source of irritation by consumers and a common reason is that many advertisers have overdramatized or even spread false claims about products, causing great skepticism among consumers. With the increase of environmentally minded consumers, it is of great importance for advertisers to understand the particular differences between advertising-in-general and green advertising and how to approach the two d...
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