Green advertising developments in the U.S. forest sector: A follow-up

Grillo, Nick; Tokarczyk, John; Hansen, Eric
May 2008
Forest Products Journal;May2008, Vol. 58 Issue 5, p40
Academic Journal
In the forest products industry, environmental image is an increasingly important consideration and varied approaches are employed to communicate environmental stewardship. Toward this end, green advertising can be used to promote an image of environmental responsibility. Using content analysis to measure the level of "greeness" of individual ads, this study examined forest product advertisements in six trade magazines published between January 2001 and December 2005 and builds on work published earlier in the Forest Products Journal. Environmental advertisements were classified into five levels of greenness ranging from extra green, green, light green, green-brown, and brown. Results indicated the total number of environmental advertisements increased when compared to the previous study, but overall greenness of advertisements declined. This may imply less of an environmental concern among customers, but may reflect improved market segmentation. Possibilities for improved communication include more consumption (personal-use, health) and emotion (family, future generations) related messages.


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