绿色广告研究述评

外国经济与管理(第30卷第10期)3010Vol130No110200810ForeignEconomics&ManagementOct120081,2,3(11985,200433;21,200433;31,200433):2008207206:98556:(1966-),,985,,;(1962-),,:,,(),,:;;;:F270:A:100124950(2008)1020052207,21,,701973,,,1974,(Fisk,George)56,1975~197980,90565619911994;199556,56565656565615:(1);(2);(3)(),,52绿色广告研究述评,,11/0/0,/0/0,,,Manrai(1997),,[1]21/0,,Fisk(1974),[2],,,))),,,,,BanerjeeGulasIyer(1995),:(1)/(2)/(3)[3],/0,Fisk,Kilbourne(1995),,(),[4]KangunCarlsonGrove(1991),58%[5],,,,/,,,/0,/0,BanerjeeGulasIyer(1995)WagnerHansen(2002),:)));)));)))[3,6],,/0/0/0,BanerjeeGulasIyer(1995),,/0,WagnerHansen(2002)/0():(/0),BanerjeeGulasIyer(1995)/0Kilbourne(1995)/011/0/0,BanerjeeGulasIyer(1995)/0,/0/0,,/0,/053外国经济与管理(第30卷第10期)/0;/0,/0/0BanerjeeGulasIyer,,209095173,,,,,,,(,),/0/0/0,,,,BanerjeeGulasIyer,,,,,:,/0,,,,21/0/0/0/0,,(Kilbourne,1995),,Kilbourne,/0,/0/0(),/0,/0,,/0/0/0,,;,,/0()/0,/0,,,,/0,,/0,,Kilbourne,/0,/0:(1),,,(2),,(3),,,(),,,,/0()(4)54绿色广告研究述评,,,,,(5),,,,,,Kilbourne,,/0,,/0,/0,/0/0;,/0/0,(),,11,,CarlsonGroveKangun(1993)[7]Davis(1993)[8]Chan(2004)[9]D.SouzaTaghian(2005)[10],:,,CarlsonGroveKangun(1993)Obermiller(1995)[11]SchuhwerkLefkoff2Hagius(1995)[12]CarlsonGroveKangun(1993),/Obermiller(1995),,/0(thebabyissick,sickbaby),,/0(thebabyiswell,wellba2by)Obermiller,/0/0,:(,,,),(/0),/0/0,/0;,/0SchuhwerkLefkoff2Hagius(1995)(),:))),))),55外国经济与管理(第30卷第10期),,,,,Manrai(1997),(),,,;,,,,,,,,,D.SouzaTaghian(2005),,,,,,,,,;;,;,21,(1)Davis(1994),()[13](/0/0)(/0/0):1)2)3),Davis,,;,,(2)Shrum(1995)[14],,,,,,,;,;Zinkhan(1995),,,,,[15],,(3)MorrisHastakMazis(1995)[16],2004,/0/056绿色广告研究述评,5%,/0,/0,,/0,,Morris,31,,()Manrai(1997),))),Chan(20042006),/0/0//0,,/[17],,,,,,11,,:,,,,,,,/0/0,:,,,,,,,,21,,,,/))0,/0,,/0,/0/0,,/0,,,,/0,,57外国经济与管理(第30卷第10期),31(),,:,(),,,,,,,,,??,,,,,,(),,,,,/0/0,,:[1]LalitaAManrai,AjayKManrai,Dana2NicoletaLascu,andJohnKRyan,Jr1Howgreen2claimstrengthandcountrydispositionaffectproductevaluationandcompanyimage[J]1Psychology&Marketing,1997,14(5):511-5371[2]Fisk,George1Marketingandtheecologicalcrises[M]1NewYork:Harper&Row,19741[3]SubhabrataBanerjee,CharlesSGulas,andEaswarIyer1Shadesofgreen:Amultidimensionalanalysisofenvironmentaladvertising[J]1JournalofAdvertising,1995,24(2):21-311[4]WilliamEKilbourne1Greenadvertising:Salvationoroxymoron?[J]1JournalofAdvertising,1995,24(2):7-191[5]Kangun,Norman,LesCarlson,andStephenGrove1Environmentaladvertisingclaims:Apreliminaryinvestigation[J]1JournalofPublicPolicyandMarketing,1991,10(2):47-581[6]ERWagner,andENHansen1MethodologyforevaluatinggreenadvertisingofforestproductsintheUnitedStates:Acontentanaly2sis[J]1ForestProductsJournal,2002,52(4):17-231[7]LesCarlson,StephenJGrove,andNormanKangun1Acontentanalysisofenvironmentaladvertisingclaims:Amatrixmethodapproach[J]1JournalofAdvertising,1993,22(3):27-391[8]JoelJDavis1Strategyforenvironmentaladvertising[J]1TheJournalofConsumerMarketing,1993,10(2):19-361[9]RichYKChan1ConsumerresponsestoenvironmentaladvertisinginChina[J]1MarketingIntelligence&Planning,2004,22(4):427-4371[10]ClareD.Souza,andMehdiTaghian1Greenadvertisingeffectsonattitudeandchoiceofadvertisingthemes[J]1AsiaPacificofMarket2ingandLogistics,2005,17(3):51-661[11]CarlObermiller1Thebabyissick/thebabyiswell:Atestofenvironmentalcommunicationappeals[J]1JournalofAdvertising,1995,24(2):55-701[12]MelodyESchuhwerk,andRoxanneLefkoff2Hagius1Greenornon2green?Doestypeofappealmatterwhenadvertisingagreenprod2uct?[J]1JournalofAdvertising,1995,24(2):45-541[13]JoelJDavis1Goodethicsisgoodforbusiness:Ethicalattributionsandresponsetoenvironmentaladvertising[J]1JournalofBusinessEthics,1994,13(11):873-8851[14]LJShrum,JohnAMcCarty,andTinaMLowrey1Buyercharacteristicsofthegreenconsumerandtheirimplicationsforadvertisingstrategy[J]1JournalofAdvertising,1995,24(2):71-821[15]GeorgeMZinkhan,andLesCarlson1Greenadvertisingandreluctantconsumer[J]1JournalofAdvertising,1995,24(2):1-61[16]LouisAMorris,ManojHastak,andMichaelBMazis1Consumercomprehensionofenvironmentaladvertisingandlabelingclaims[J]1TheJournalofConsumerAffairs,1995,29(2):328-3501[17]RichYKChan,TKPLeung,andYHWong1Theeffectivenessofclaimsforservicesadvertising[J]1JournalofServiceMarketing,2006,20(4):233-2501(:)58