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Anatomy of green advertising

Iyer, E. & Banerjee, S. B. ORCID: 0000-0002-8699-6368 (1993). Anatomy of green advertising. Advances in Consumer Research, 20, pp. 494-501.


Much work has been published, both in scholarly journals and the popular press, about the greening of the American consumer. Most of the past work, if not all, deal with consumer profiles; none deal with "green" advertising. This work is the first attempt to analyze "green" print advertisements. In this study we first provide a framework for analyzing green ads and then use that very framework to analyze a sample of print ads.

Publication Type: Article
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce
Departments: Bayes Business School > Management
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