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A Content Analysis to Reassess Green Advertising

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A Content Analysis to Reassess Green Advertising Journal of Advertising ISSN: 0091-3367 (Print) 1557-7805 (Online) Journal homepage: http://www.tandfonline.com/loi/ujoa20 Is Your Product Really Green? A Content Analysis to Reassess Green Advertising Sigal Segev, Juliana Fernandes & Cheng Hong To cite this article: Sigal Segev, Juliana Fernandes & Cheng Hong (2016) Is Your Product Really Green? A Content Analysis to Reassess Green Advertising, Journal of Advertising, 45:1, 85-93, DOI: 10.1080/00913367.2015.1083918 To link to this article: http://dx.doi.org/10.1080/00913367.2015.1083918 View supplementary material Published online: 16 Oct 2015. Submit your article to this journal Article views: 325 View related articles View Crossmark data Full Terms & Conditions of access and use can be found at http://www.tandfonline.com/action/journalInformation?journalCode=ujoa20 Download by: [Florida International University] Date: 08 March 2016, At: 10:49 Journal of Advertising, 45(1), 85–93 Copyright Ó 2016, American Academy of Advertising ISSN: 0091-3367 print / 1557-7805 online DOI: 10.1080/00913367.2015.1083918 Is Your Product Really Green? A Content Analysis to Reassess Green Advertising Sigal Segev Florida International University, North Miami, Florida, USA Juliana Fernandes and Cheng Hong University of Miami, Coral Gables, Florida, USA green advertising or marketing material (Fernando, Suganthi This article investigates the changes in green advertising by and Sivakumaran 2014). Greenwashing potentially erodes the conceptually replicating and extending Carlson, Grove, and consumer market for green products and services (Furlow Kangun’s 1993 study. A content analysis of 433 unique ads from 18 magazine titles published in 2009 and 2010 demonstrates that 2010), distances potential investors interested in environmen- advertisers attempted to address growing public concern for the tally friendly firms (Delmas and Burbano 2011), and nega- environment and the demand for green products and services as tively impacts the credibility of the organization and its emerge from the analyses of the ads’ target, objective, and the perceived performance (Newell, Goldsmith, and Banzhaf executional elements. Contrary to Carlson, Grove, and Kangun’s 1998). Therefore, the question of whether green advertising findings, the majority of environmental claims were deemed acceptable, implying a trend toward more trustworthy and communicates a sincere environmental message is of primary reliable green advertising. importance. A seminal study by Carlson, Grove, and Kangun (1993) was an early attempt to systematically investigate deception in Advertising plays a major role in generating public aware- green advertising. Their content analysis of U.S. magazines ness about environmental issues, communicating a green published in 1989 and 1990 showed that while organizations’ brand image, and driving consumer demand for green products environmental claims typically did not involve lies, most (Grillo, Tokarczyk, and Hansen 2008). Nevertheless, green claims included misleading elements, such as vagueness or advertising faces challenges as consumers are becoming omissions. To date, this study has been cited in 364 publica- increasingly skeptical about its credibility and usefulness (PR tions and is repeatedly used to support references related to the Newswire 2010). While many companies use advertising to prevalence of deceptive green advertising and its negative communicate their genuine attempts to minimize the environ- implications (e.g., Fernando, Suganthi, and Sivakumaran mental impact of their brands and products, others exaggerate 2014; Finisterra do Paco¸ and Reis 2012; Newell, Goldsmith, or even fabricate the environmental impact of their offerings and Banzhaf 1998; Tucker et al. 2012). However, few (Carlson, Grove, and Kangun 1993). Referred to as green- attempts have been made to empirically investigate the preva- washing, such environmental claims include vague, unsubstan- lence of deceptive green advertising since that study was Downloaded by [Florida International University] at 10:49 08 March 2016 tiated, and potentially misleading statements communicated in published. Today, presenting inflated green claims in advertising has Sigal Segev and Juliana Fernandes co-led this research project and become more difficult. First, consumers are more knowledge- contributed equally to this article. able about green issues, with the Internet providing them Address correspondence to Sigal Segev, Department of Advertis- with easy access to information about the truthfulness of an ing and Public Relations, School of Journalism and Mass Communi- advertised environmental claim (Urbach 2008). Second, the cation, Florida International University, 3000 NE 151st Street, Biscayne Bay Campus, North Miami, FL 33181. E-mail: segevs@fiu. Federal Trade Commission (FTC) has issued several revisions edu of its Green Guides since they were first introduced in 1992. Sigal Segev (PhD, Leicester University) is an assistant professor, These guides are designed to help marketers avoid misleading Department of Advertising and Public Relations, Florida International environmental claims in their communications and ensure University. claims are truthful and not deceptive. They also specify ways Juliana Fernandes (PhD, University of Florida) is an assistant pro- fessor, School of Communication, University of Miami. in which marketers can qualify their claims to avoid deceiv- Cheng Hong (MA, University of Florida) is a doctoral student, ing consumers (FTC 2012). Third, the rise of consumer School of Communication, University of Miami. advocacy groups and environmental watchdog sites such as 85 86 S. SEGEV ET AL. Greenwashing Index (http://www.greenwashingindex.com) moderate, and deep—to capture variation in the environmental and Environmentally Preferable Purchasing (EPP) (http:// focus of the ads. Wagner and Hansen (2002) further expanded www.epa.gov/epp/) provide consumers and businesses with this classification into five categories of ad greenness based on guidelines as to what is considered deceptive green advertis- a combination of textual and executional elements. These stud- ing. Finally, companies today are aware greenwashing not ies showed that most advertisements were shallow or moderate only has ethical consequences but also affects consumers’ (Banerjee, Gulas, and Iyer 1995) and that the overall greenness perceptions of the brand and the advertiser, ultimately of advertisements declined over time (Grillo, Tokarczyk, and impacting businesses’ bottom lines (Nyilasy, Gangadharbatla, Hansen 2008). Recently, researchers used a content analysis to and Paladino 2014). Therefore, the question is this: What has classify green ads into three groups based on the agenda they changed in the nature of green advertising in the past two promoted: macro level, meso level, and micro level (Fowler decades, and to what extent? and Close 2012). We sought to conceptually replicate and extend Carlson, One of the criteria used to classify green advertising is Grove, and Kangun’s (1993) study to explore the changes in related to its executional elements (Grillo, Tokarczyk, and green advertising in U.S. print magazines in 2009 and 2010. Hansen 2008; Wagner and Hansen 2002). Referred to as the This study uses Carlson, Grove, and Kangun’s two classifica- physical layout of the advertisement, which includes visuals, tion schemes: claim type and the presence of misleading/ colors, backgrounds, and logos, executional elements help deceptive content along with other ad characteristics. Given communicate the objective of the advertisement (Wagner and our speculation that deception in green advertising has Hansen 2002) or imply that the advertised brand benefits the become more difficult in recent years, a systematic examina- environment (Carlson, Grove, and Kangun 1993; Carlson et al. tion of green advertising will provide an objective baseline 1996). Wagner and Hansen (2002) argued that ads with envi- for future considerations of green advertising literacy and ronmental claims “look green” if they include one or more ele- consumer education as well as the development of public ments such as images of wildlife, vegetation, forests, natural policy. landscapes, children, and green colors and tones. Research that explores the executional elements in green advertising is limited; however, a trend analysis of the green advertising GREEN ADVERTISING of international firms reveals that the executional elements Green advertising is defined as “any ad that meets one or generally reflected the specific nature of the advertised envi- more of the following criteria: (1) explicitly or implicitly ronmental issues (Leonidou et al. 2011) with illustrations addresses the relationship between a product/service and the showing various natural (e.g., blue sky, blue sea, flowers, biophysical environment, (2) promotes a green lifestyle with green forest), artificial (e.g., a lion hunting penguins in a or without highlighting a product/service, and (3) presents a dried-up tropical region), or industrial (e.g., cars, airplanes, corporate image of environmental responsibility” (Banerjee, machinery) scenes. Gulas, and Iyer 1995, p. 22). The aim of green advertising is to The other stream of research focuses on greenwashing, the (a) inform consumers about the environmental aspects of a act of misleading consumers about the environmental practices company’s products and services (Pranee 2010), (b) create of a company or the environmental attributes and benefits of a awareness of and positive attitudes
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