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Millennials' Attitude Towards Environmental Advertisement - An Experimental Investigation of Environmental Cues and an Integration of Elaboration Likelihood Model

Hoeiby, Stine Aspedokken LU (2020) SKOM12 20201
Department of Strategic Communication
Abstract
Over the last decade, the use of green marketing strategies has increased. Especially the use of environmental cues in an advertisement. While there have been a variety of studies on environmental cues and how this influences purchase behavior and corporate image, there is less research on how individual traits and environmental cues influences Millennials’ attitudes towards environmental advertisement. This study aims to contribute to new knowledge about environmental advertisements. Using the elaboration likelihood model (ELM), the study tests whether environmental involvement moderates Millennials’ attitude toward advertisement with environmental cues. The analysis confirms that there is a significant interaction effect between higher... (More)
Over the last decade, the use of green marketing strategies has increased. Especially the use of environmental cues in an advertisement. While there have been a variety of studies on environmental cues and how this influences purchase behavior and corporate image, there is less research on how individual traits and environmental cues influences Millennials’ attitudes towards environmental advertisement. This study aims to contribute to new knowledge about environmental advertisements. Using the elaboration likelihood model (ELM), the study tests whether environmental involvement moderates Millennials’ attitude toward advertisement with environmental cues. The analysis confirms that there is a significant interaction effect between higher levels of environmental involvement and ‘argument quality’. The findings provide evidence of a moderation effect, which is in line with the ELM framework and, that elaboration generates more thoughtfully processing. Additionally, an experimental approach with a between-subject design is applied to tests the effects of the environmental cues: ecolabel and nature-imagery and, compare attitudes towards the advertisement. The experiment suggests that advertisements including an ecolabel are most favorable amongst the respondents, with a mean value of 22.85. The result from the experiment also provides evidence that Millennials’ levels of environmental concern and knowledge about environmental issues have implications of their attitudes towards environmental cues. (Less)
Please use this url to cite or link to this publication:
author
Hoeiby, Stine Aspedokken LU
supervisor
organization
course
SKOM12 20201
year
type
H2 - Master's Degree (Two Years)
subject
keywords
elaboration likelihood model, elm, environmental advertisement, argument quality, source credibility, attitude toward advertisement
language
English
id
9027447
date added to LUP
2021-02-01 09:28:25
date last changed
2021-02-01 09:28:36
@misc{9027447,
  abstract     = {{Over the last decade, the use of green marketing strategies has increased. Especially the use of environmental cues in an advertisement. While there have been a variety of studies on environmental cues and how this influences purchase behavior and corporate image, there is less research on how individual traits and environmental cues influences Millennials’ attitudes towards environmental advertisement. This study aims to contribute to new knowledge about environmental advertisements. Using the elaboration likelihood model (ELM), the study tests whether environmental involvement moderates Millennials’ attitude toward advertisement with environmental cues. The analysis confirms that there is a significant interaction effect between higher levels of environmental involvement and ‘argument quality’. The findings provide evidence of a moderation effect, which is in line with the ELM framework and, that elaboration generates more thoughtfully processing. Additionally, an experimental approach with a between-subject design is applied to tests the effects of the environmental cues: ecolabel and nature-imagery and, compare attitudes towards the advertisement. The experiment suggests that advertisements including an ecolabel are most favorable amongst the respondents, with a mean value of 22.85. The result from the experiment also provides evidence that Millennials’ levels of environmental concern and knowledge about environmental issues have implications of their attitudes towards environmental cues.}},
  author       = {{Hoeiby, Stine Aspedokken}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Millennials' Attitude Towards Environmental Advertisement - An Experimental Investigation of Environmental Cues and an Integration of Elaboration Likelihood Model}},
  year         = {{2020}},
}