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Response to Probability Markers in Advertising of Hedonic and Utilitarian Services in Belgium and Croatia Read chapter Read first chapter

2012 | OriginalPaper | Chapter

Effects of Green Seals of Approval on Brand Perceptions

Authors : Lars Bergkvist, Patrick Crotty, Hanna Hjalmarson

Published in: Advances in Advertising Research (Vol. III)

Publisher: Gabler Verlag

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Abstract

There is a fair amount of research on green consumption and some research specifically focused on green seals of approval (hereafter referred to as green seals). For example, there are studies on the general communication effects of green seals (D’Souza et al., 2006; D’Souza et al., 2007), their appropriateness for specific product categories (Montoro-Rios et al., 2006; Montoro-Rios et al., 2008) and their origin, standards and classification (Horne, 2009).

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previous chapter The Impact of Message Sidedness on Adolescents’ Binge Drinking Intentions after Peer Pressure: The Moderating Role of Issue Involvement
next chapter The Impact of Health Warnings on Children’s Consumption Decisions
Appendix
Available only for authorised users
Footnotes
1
Since the writing of this study, the effects of more seals on new, unfamiliar brands has been studied by some of our students, with similar, that is no, results of using the green seals studied here. However, using the Fair Trade seal or EU Ecolabel did have some positive effects, implying the importance of the meaning of the seal.
 
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Metadata
Title
Effects of Green Seals of Approval on Brand Perceptions
Authors
Lars Bergkvist
Patrick Crotty
Hanna Hjalmarson
Copyright Year
2012
Publisher
Gabler Verlag
Book
Advances in Advertising Research (Vol. III)

Print ISBN: 978-3-8349-4290-6

Electronic ISBN: 978-3-8349-4291-3

Copyright Year: 2012

DOI
https://doi.org/10.1007/978-3-8349-4291-3_7