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.
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