“GREEN ADVERTISING”

challenges for communicating a

genuine green positioning
By:
Faisal
Majed
Medha
 AGENDA
• BACKGROUND
• ADVERTISING VS GREEN ADVERTISING
• CONCEPT OF ‘GREEN’
• GREEN CONSUMERS
• AMBIQUITY IN G ADS
• CHALLENGES
• MECCAS
• WHY USE IMC
• IMC & GREEN ADS
• RECOMMENDATIONS
• REFERENCE
 BACKGROUND

 1960’s environmental and social concern

initiated → demand of “green consumers” →
influx of green brand
 2008 witnessed similar situation as in
1970,when green ads was born.
 Now green advertisement is seen as a
Multidimensional Strategic and Tactical
Process for sustainable development and
satisfaction of consumers and stakeholders.

(source: Clare D’Souza et al., 2005)

ADVERTISING VS GREEN ADVERTISING

 Advertising
 Inform
 Remind
 persuade

 Green advertising
 create awareness and
tentative strong attitudes
towards brands and
companies

(source: Clare D’Souza et al., 2005)

 CONCEPT OF ‘GREEN’

Level of Ecological Concern

Environmentalism Reformism

Conservationism

Anthropocentric Human Welfare Eco-centric

Preservationism

Radicalism Eco-logism
(source: William ,1995)
 GREEN CONSUMERS

feelings judgments
(affect) (cognition)

=
ad attitude → brand belief

(source: Clare D’Souza et al., 2005)

 GREEN CONSUMERS

Product’s
Green-Claim
Green
Strength
Evaluation

Environmental Likelihood
Knowledge of Purchase

Company’s
Country
Green
Disposition
Image

(source: Lalita A. Manrai et al., 1997)

 AMBIGUITY OF GREEN ADS

 Kangun,Carlson and Grove (1991) found that

58% of environmental ads sampled contained at
least one misleading or deceptive claim.
(William,1995)

 Focus on overall green corporate image.

(Lalita A. Manrai et al., 1997)

 Focus on ‘altruistic motives’.

(Clare D’Souza et al., 2005)

 Environmental claims are relatively new.

(Banerjee et al., 1995)
 AMBIGUITY OF GREEN ADS

Strategies Company Example Philosophy

SURE & BODY MIST ROLL–ONS

IGNORE Closed Curtains
Message = No information given
MUMS ROLL-ONS
CLAIM Message = Cares for you and for the
environment
LLOYDS
FUDGE Dressing Window
Message = Ozone friendly and safe

SURE & BODY MIST

DENIAL
Message = Stress removal of CFCs

(source: Andrea Prothero et al., 1997)

 CHALLENGES

 Trust (Clare D’Souza et al., 2005)

 Attitude : only 6% believed in green ads
(Chase and Smith, 1992).

 Value & Credibility (Kilbourne, 1995)

 Green label than a green advertisement.
(Clare D’Souza et al., 2005)
 MECCAS
Means–End Chain Conceptualisation of
Advertising Strategy

Advertisement objective, eg eco-labels

Executional framework, eg company logo

Message elements, eg reusable material

Consumer benefits, eg need satisfaction

Driving forces, eg moral appeal

(Source: Jari Kärnä et al., 2001)

 WHY USE IMC

 In order to convey convincingly their "green"

posture to the consuming public.
(Shimp, 1993)

 Behavioural response opportunity.

(Les Carlson et al., 1996)

 Using content analysis :product orientation,

process orientation, image orientation and
environmental claim.
(Les Carlson et al., 1996)
 IMC & GREEN ADS
Conceptual diagram of IMC & Green Advertisements
Tactics
Integrated
Advertisements
Image Oriented Behaviour Oriented
Marketing Database Customer Direct
Public Brand
Sales Response
Relations Advertising Market Media Message
Promotion Advertising
Strategy Strategy Strategy
• Image** • Product** & Tactics & Tactics & Tactics • Rebates • Mail-in offers
• Environment • Process** • Coupons • 800/900 #s
al facts** • Behavioural
• Green Seals Coordinated requested
Marketing • Write for
information
Communications
Campaigns
Strategy
** Environmental Claim-Type Classifications
from Carlson, Grove and Kangun 1993
(source: Les Carlson et al., 1996)
EXAMPLES
 RECOMMENDATIONS
 Sponsor environmental groups or causes, that are
highly considered
 prove the product will not harm the environment by
backing up with some scientific and objective
substantiation.
 US Federal Trade Commission (1996) suggests that
the symbol of recycle, should be specified through text.
 Not only the green image that is important but also the
product itself.

 Use an external source to verify

claims.
 High degree of openness and the
disclosure of meaningful information
to the general public.

(source: Clare D’Souza et al., 2005)

 REFERENCES

 Andrea Prothero, Ken Peattie, and Pierre McDonagh (1997),’Communicating Greener

Strategies: A Study of On-Pack Communication’, Business Strategy and
Environment, Vol6 , pp74-82.
 William E. Kilboume(1995), ‘Green Advertising: Salvation or Oxymoron?’, Journal of
Advertising,Volume24 No2, pp 8-19.
 Jari Kärnä and Heikki Juslin, Virpi Ahonen ,Eric Hansen (2001),’Green Advertising
Greenwash or a True Reflection of Marketing Strategies’, EBESCO DATABASE
 Clare D’Souza, and Mehdi Taghian (2005),’ Green advertising effects on attitude and
choice of ad vertising themes’, Asia Pacific Journal of Marketing and Logistics, Vol 17
No 3, pp 51-66.
 Banerjee, S., C.S. Gulas and E. Iyer (1995) ‘Shades of Green: A Multidimensional
Analysis of Environmental Advertising’, Journal of Advertising, vol 24 no 2, pp 21-32.
 Lalita A. Manrai and Ajay K. Manrai, Dana-Nicoleta Lascu,John K.Ryans, J r
(1997),’How Green-Claim Strength and Country Disposition Affect Product Evaluation
and Company Image’, Psychology & Marketing ,Vol. 14 No 5, pp 511-53.
 REFERENCES

 Chase, D., and Smith, T. (1992), “Consumer’s keen on green but marketers
don’t deliver,’ Advertising Age, Vol. 63 (June, 29), pp. 2-4.
 Kilbourne, W. (1995), “Green advertising: Salvation or Oxymoron?”, Journal
of Advertising, Vol. 24, No. 2, pp. 7-19.
 Shimp, Terence A., Promotion Management & Marketing Communications,
 3rd ed.. The Dryden Press, Fort Worth, TX. 1993.
 Les Carlson, Stephen J. Grove, Russell N., Laczniak, NormanKangun
(1996),’Does Environmental Advertising Reflect Integrated Marketing
Communications?:An Empirical Investigation’, Journal of Business
Research , Vol 37, pp 225-232.
Thank You For Your Time
and
Have a “Green” Day