Title

Managerial Consumer Eco-Harmful Media Perceptions and Eco-Conscious Attitudes Understanding the Context Within Green Media

Document Type

Article

Publication Date

9-1-2020

Publication Title

Journal of Advertising Research

Volume

60

Issue

3

First page number:

290

Last page number:

304

Abstract

This study underscores the importance of considering a medium's broader effects. Research demonstrates that a medium's perceived eco-harmful impact affects communication effectiveness because a medium itself can act as a constituent of the message. The current study, conducted in Sweden, explores managers' estimates of consumer eco-harmful perceptions of 10 paper- and electronic-based media. Managers tend to mis-estimate consumers' eco-harmful media perceptions; these estimates are driven by managers' eco-conscious attitudes. Further, advertising on more eco-harmful media is associated with irritating characteristics, while advertising on less eco-harmful media is associated with good and trustworthy characteristics. Managerial implications are given for communication effectiveness in contexts where environmental concerns are particularly relevant.

Keywords

Medium's broader effects; Eco-harmful impacts; Communication; Managers; Consumer; Media perceptions; Advertising

Disciplines

Communication | Communication Technology and New Media | Social and Behavioral Sciences

Language

English

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