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When descriptive norm cues fail as persuasion agents in green supermarket advertising

Agricultural Communications Documentation Center (ACDC)
Raska, David (main author), Nichols, Bridget S. (author), Shaw, Doris (author)
Journal article
Publication Date:
Agricultural Communications Documentation Center, Funk Library, University of Illinois
Subject Term:
advertising, appeals (message), attitudes, buying behavior, consumers, environment, environmental communication, environmental quality, food, perceptions, persuasion, promotion, retail marketing, marketing communication, environmental concerns, retailers, green marketing, norms, intentions, normative information, food advertising
Due to the Library's response to COVID-19, this document is currently only available through online access. If no link is provided in this record, the ACDC will make this document accessible through our collection once we are able to return to our office., Online via UI e-subscription, Researchers examined the effectiveness of descriptive norm cues in the context of green advertising for large grocery chains through the lens of the persuasion knowledge model. "Results suggested that green advertising might be more productive if retailers frame their messages without descriptive norm cues and reliance on whether they are seen as 'green' (Whole Foods) or 'non green' (Wal-Mart)."