In the past few decades, attention has turned to the need to apply commercial marketing concepts, knowledge, and techniques to promote goods, services, and actions that enhance consumer well-being and social welfare through socially and environmentally responsible advertising, for example, recycling promotions. Critics argue, however, that for-profit advertisers who endorse social responsibility are inherently serving commercial purposes and diluting the value of socially responsible advertising. Scholars in many fields-advertising, marketing, communications, and psychology-explore ways to encourage consumers, companies, and policymakers to adopt socially responsible behaviours, and to provide theoretical and practical insights regarding effective applications of pro-social and pro-environmental marketing messages.
This book comprises ten chapters that contribute to advertising theory, research, and practice by providing an overview of current and diverse research that compares, contrasts, and reconciles conflicting views regarding social and environmental advertising; uncovering individual differences in perception of advertising messages and their consequences for social and environmental behaviours; reconciling societal and business interests; identifying a message factor that determines eco-friendly behaviours; and identifying source factors that enhance and weaken advertising effectiveness. This book was originally published as a special issue of the International Journal of Advertising.
Sukki Yoon teaches marketing at Bryant University, Rhode Island, USA. He has been a visiting scholar at Grey Worldwide and Harvard University, and a consultant at firms and government agencies in both the USA and Korea.
Sangdo Oh teaches marketing at Yonsei University, Seoul, South Korea, and has previously taught at the University of Illinois and Ulsan National Institute of Science and Technology.
Introduction: Social and environmental issues in advertising Sukki Yoon and Sangdo Oh
1. Pro-environment advertising messages: the role of regulatory focus Namita Bhatnagar and Jane McKay-Nesbitt
2. How consumer knowledge shapes green consumption: an empirical study on voluntary carbon offsetting Yohan Kim, Sunyoung Yun, Joosung Lee and Eunju Ko
3. 'Kid tested, mother approved': the relationship between advertising expenditures and 'most-loved' brands Kacy K. Kim, Jerome D. Williams and Gary B. Wilcox
4. Do bans on illuminated on-premise signs matter? Balancing environmental impact with the impact on businesses Charles R. Taylor and Matthew E. Sarkees
5. Impact of fear appeals on pro-environmental behaviour and crucial determinants Mei-Fang Chen
6. Effort investment in persuasiveness: a comparative study of environmental advertising in the United States and Korea Sukki Yoon, Yeonshin Kim and Tae Hyun Baek
7. The effect of non-stereotypical gender role advertising on consumer evaluation Kyounghee Chu, Doo-Hee Lee and Ji Yoon Kim
8. In distrust of merits: the negative effects of astroturfs on people's prosocial behaviors Jungyun Kang, Hyungsin Kim, Hosang Chu, Charles H. Cho and Hakkyun Kim
9. Empowering social change through advertising co-creation: the roles of source disclosure, sympathy and personal involvement Davide C. Orazi, Liliana L. Bove and Jing Lei