The Role Of Gendered Environmental Messages On Consumer Purchase Intentions

2539 Words11 Pages
Blue, pink, and green: The role of gendered environmental messages on consumer purchase intentions

Christina Quint
James Madison University
Dr. C. Leigh Nelson
October 13, 2014

Due to the prevalence of green advertising as a marketing strategy, extensive research has been done on influences impacting consumer purchase behaviors. Message segmentation is a popular tactic traditionally used by marketing professionals to target a specific demographic, and gender is one of the most common demographic variables utilized. While research suggests that there are distinct differences in the way that products should be marketed toward men and women, limited research has been conducted to determine how responses to environmental
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Now, more than ever, consumers are displaying a heightened interest in environmental issues, lending itself to the prominence of green advertising strategies. In turn, companies are recognizing the value of communicating their efforts to “Do no harm” to the environment. As such, these companies are adopting various marketing strategies to inform consumers that their products are environmentally friendly (for instance, “pesticide-free” labels), and concerned for the well-being of people (“fair trade” labels are an example) (Fisher et al, 2012).
For the purpose of this study, the definition of green advertising will be adapted from the criteria provided by Banerjee, Gulas, and Iyer (1995). Green advertising is an ad which meets one or more of the following criteria: explicitly or implicitly addresses the relationship between a product and the environment; promotes a green lifestyle through highlighting a product; presents a corporate image of sustainability and environmental stewardship (1995). “Sustainability” is the term embodied by companies who strive to communicate their efforts to satisfy the “triple bottom line”, which takes into account the wellbeing of people, planet, and profits (Fisher, Bashyal, and Bachman 2012).
While research has indicated a consumer preference for environmentally-preferable products, there appears to be a significant gap between environmental beliefs and action (Gabler, Butler, Adams 2013; Kronrod and Wathieu 2012; Peattie, K. and
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