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Green Advertising and the Reluctant Consumer

Green Advertising and the Reluctant Consumer by Kim Sheehan
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This edited collection presents cutting edge research into the topic of green messages and subsequent consumer responses. The research studies draw on a rich tradition of communication, psychological and sociological theories that examine consumer responses in a nuanced way. At the same time, the studies present important implications for advertising practitioners and academics alike. Written by communications scholars from North America, Europe and Asia, the studies encompass a range of research techniques including experiments, surveys, content analyses and depth interviews. The book provides important insights into current practice as well as directions for future research.

This book was originally published as a special issue of the Journal of Advertising.

Taylor and Francis; January 2016
145 pages; ISBN 9781317700050
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Title: Green Advertising and the Reluctant Consumer
Author: Kim Sheehan; Lucy Atkinson
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