| Tekijä: | Kärnä, J. Juslin, H. Ahonen, V. Hansen, E. |
| Otsikko: | Green advertising: greenwash or a true reflection of marketing strategies? |
| Lehti: | Greener Management International
2001 : SPRING, 33, p. 59-70 |
| Asiasana: | Environmental economics Advertising Marketing strategy Forestry industry Green consumers Finland |
| Kieli: | eng |
| Tiivistelmä: | This paper focuses on the relationship between a company's environmental activity in marketing and its environmental advertising. Green advertising without environmental emphasis in strategies and appropriate connections between strategies and marketing operations leads to greenwashing. This study tests the proposition that green advertising reflects environmentally sound strategic- and structural-level decisions. The empirical data were collected from Finnish forest industry, including advertising by the industry. Over half of the 167 analysed ads included environmental aspects but it cas be argued that the use of green cliams is not very versatile. In general, the advertisements reflected the company's level of greenness. Findings suggest that there is clear environmental substance behind environmental advertising claims in this industry. |
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