Title

How consumers perceive environmental advertising in the banking context

Document Type

Journal Article

Publication Date

2015

Keywords

Advertising effect, Consumer perceptions, Experimental design

DOI

10.14707/ajbr.150011

Abstract

A study was conducted to investigate how consumers respond to banking advertisements with environmental claims. The study adopts a 2×2×2 factorial design. Altogether 195 participants in Hong Kong, China, were asked to read an advertisement of either a well-known or a lesser-known bank, featuring either a global or a local environmental issue, and containing a substantive or an associative environmental claim. The advertisement featuring global warming generated more favorable attitudes toward the advertisement than the ad featuring air pollution in Hong Kong. Use of a substantive claim was able to generate a more favorable advertising effect than use of an associative claim. Advertising effectiveness was higher among participants who were more concerned about the environment. Lesser-known banks have the potential to leverage on environmental advertising. They should choose environmental issues with significant impact and adopt substantive claims. This is the first experimental study on effectiveness of environmental advertising used in the banking context.

Source Publication

Asian Journal of Business Research

Volume Number

5

Issue Number

1

First Page

69

Last Page

82

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