Green Advertising and the Reluctant Consumer

Kim Sheehan is Professor at the School of Journalism & Communication at the University of Oregon, USA. She recieved her PhD from the University of Tennessee, USA.Lucy Atkinson is Assistant Professor in the Department of Advertising and Public Relations at the University of Texas-Austin, USA. She recieved her PhD from the University of Wisconsin, USA.

• 1. Introduction Kim Sheehan and Lucy Atkinson 2. Consumer Receptivity to Green Ads Elizabeth M. Tucker, Nora J. Rifon, Eun Mi Lee and Bonnie B. Reece 3. The Role of Regulatory Focus and Self-View in "Green" Advertising Message Framing Ioannis Kareklas, Jeffrey R. Carlson and Darrel D. Muehling 4. Communicating Green Marketing Appeals Effectively Hsuan-Hsuan Ku, Chien-Chih Kuo, Ching-Luen Wu and Chih-Ying Wu 5. Green Eco-Seals and Advertising Persuasion Barbara A. Bickart and Julie A. Ruth 6. Sustainable Marketing and Social Media Elizabeth Minton, Christopher Lee, Ulrich Orth, Chung-Hyun Kim and Lynn Kahle 7. The Effectiveness of Benefit Type and Price Endings in Green Advertising Marla B. Royne, Jennifer Martinez, Jared Oakley and Alexa K. Fox 8. Is the Devil in the Details? Guang-Xin Xie and Ann Kronrod 9. Victoria's Dirty Secrets Marie-Cécile Cervellon 10. Factors Affecting Skepticism toward Green Advertising Arminda Maria Finisterra do Paço and Rosa Reis

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