Keywords
Green Advertising, Green Marketing, Taxonomical Analysis, Environmental Advertising, Sustainability Advertising
Abstract
This paper presents an integrated review of 144 articles published on green advertising (GA) between 1991-2020. The extant literature is reviewed to aid taxonomical analysis of definitions, methodologies, and theoretical frameworks. The review suggests that the GA literature tracks the stimuli-moderators-outcome template of the general advertising literature. Consequently, advertising claims and appeals, consumer related factors, and product related factors are the organizing themes of the review. Emerging trends and possible research gaps for each of these three categories are identified. Based on a thorough discussion of current knowledge in the domain, detailed recommendations are presented to advance research in the field of GA.
Recommended Citation
Abhishek, A., Sindhav, B., Holland, J., & Adidam, P. T. (2022). Green Advertising: The Progress of Three Decades (1991-2020). Mountain Plains Journal of Business and Technology, 23(1). Retrieved from https://openspaces.unk.edu/mpjbt/vol23/iss1/6
Date Accepted
2022-12-05
Date Submitted
2022-08-25
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