Document Type
Conference Proceeding
Conference Track
Marketing Research/ Demographics/ Consumer Behavior
Publication Date
2016
Abstract
Consumers are typically skeptical and cynical of advertising claims for products and generally disbelieve most advertised information. Believability of advertisers’ claims is crucial for consumer adoption of products, but consumers’ environmental imagination should be assessed to enhance believability of green marketing claims. Consumer belief in an advertised product is nearly essential to prompt the consumer to purchase. This paper examines the perceptions of consumers and their believability of specifically green versus non-green televised advertisements. The FTC considers not only a product in its rulings, but also the packaging, formulations and disposal of the product. Consumer belief of advertising relating demographic, psychographic, and behavioral variables plus product familiarity were analyzed. Findings contradict earlier research on advertising believability for other product categories. Significant predictors provide a contribution to the research such as political preference, television hours viewed, and marital status. Consumer familiarity with a product was found to be statistically significant.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Warren, Linda Jo, "Perceived Believability of Televised Green Advertising" (2016). Association of Marketing Theory and Practice Proceedings 2016. 1.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2016/1
