A content analysis of green advertising claims in Korea

Abstract

This research examined the use of green advertising claims in Korean print advertisements. A content analysis was done for 18,671 environmental claims made in Korean advertising from 2013 to 2015. Each advertisement was coded accord- ing to five categories: green advertising, advertising type, green claim type, advertiser type, and product type. During this period, the study showed that only 0.8% of Korean print advertisements used environmental appeals. Green ad appeals in Korean advertisements were used to promote image, product quality, and public, in that order. The results of the study suggest that even though green issues are increasingly important in Korean society, there has been a lack of green advertis- ing claims in Korean print advertisements. The findings of this research offered researchers a unique view of this field and some directions for future study in the field of green advertising appeals in print advertisements.