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Green Advertising : = Attitudes and Brand Trust Amongst Gen-Z Consumers.

紀錄類型:	書目-語言資料,手稿 : Monograph/item
正題名/作者:	Green Advertising :/
其他題名:	Attitudes and Brand Trust Amongst Gen-Z Consumers.
作者:	Richard, Taylor.
面頁冊數:	1 online resource (59 pages)
附註:	Source: Masters Abstracts International, Volume: 84-12.
Contained By:	Masters Abstracts International84-12.
標題:	Communication. -
電子資源:	click for full text (PQDT)
ISBN:	9798379748876

Green Advertising : = Attitudes and Brand Trust Amongst Gen-Z Consumers.
Richard, Taylor.

Green Advertising :Attitudes and Brand Trust Amongst Gen-Z Consumers. - 1 online resource (59 pages)

Source: Masters Abstracts International, Volume: 84-12.

Thesis (M.C.)--The Florida State University, 2023.

Includes bibliographical references

This research evaluated the effects of consumer attitudes and trust of those seeking eco-friendly, sustainable brands and the advertising effect greenwashing has had on that brand attitudes and trust. Greenwashing refers to a variety of misleading communications and advertisements that marketers use when they appear to be environmentally conscious and sustainable in products for branding purposes but aren't making any notable environmentally friendly and sustainable efforts in their products (Markauskaite, 2022). Utilizing the framing theory, focusing on thematic versus episodic framed messages in green advertising, 157 Gen-Z consumers were surveyed online. Analysis of the results to explore the message framing of products in green advertising found in the United States in relation to the levels of brand distrust and attitude were conducted through a between subject experimental study. The results indicated that message framing plays a key role in the perceptions of green advertisements and that episodic framed messages are received more receptively amongst target consumers in comparison to thematic framed messages.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2024

Mode of access: World Wide Web

ISBN: 9798379748876Subjects--Topical Terms:

556422
Communication.
Subjects--Index Terms:

Green advertisingIndex Terms--Genre/Form:

554714
Electronic books.

Green Advertising : = Attitudes and Brand Trust Amongst Gen-Z Consumers.
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