It ain't easy being green

  • Boeri R
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Abstract

The article examines consumer attitudes towards green marketing, advertising of green products, and social marketing of environmental issues by nonprofit organizations. A disparity is considered between consumer attitudes towards advertising of green products by corporations and their own concerns for personal environmental practices in which the advertising is seen as irrelevant to those concerns. The disparity is contrasted to consumer perceptions of advertising on environmental issues by nonprofit organizations. Means through which advertisers of green products can address unfavorable consumer attitudes are offered.

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Authors

  • Robert Boeri

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