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Consumers' Attitudes Toward Printed Green Advertising: A study of attitudes among Swedish consumers
Jönköping University, Jönköping International Business School, JIBS, Marketing and Logistics.
Jönköping University, Jönköping International Business School, JIBS, Marketing and Logistics.
2012 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]


With the increased interest and awareness toward environmental issues among Swedish consumers, their demands on what constitutes value in advertisements have also changed. Advertising-in-general is often regarded as a rather unwelcomed intrusion and a source of irritation by consumers and a common reason is that many advertisers have overdramatized or even spread false claims about products, causing great skepticism among consumers. With the increase of environmentally minded consumers, it is of great importance for advertisers to understand the particular differences between advertising-in-general and green advertising and how to approach the two differently for desired effect. Are there certain factors perceived to be more important in green advertising than in advertising-in-general and how could it affect current techniques used by advertisers?


The purpose of the thesis is to examine and compare Swedish consumers’ attitudes toward advertising-in-general and green advertising found in printed media.


To fulfill the purpose of the study, a quantitative research approach was selected. A questionnaire was distributed electronically to measure the attitude toward advertising-in-general and green advertising among Swedish consumers. Several statistical analyses were applied to the data to test the generated hypotheses to enable findings and a discussion on the research questions of the study.

Findings and Conclusion

The study suggested that there are perceived differences in certain factors among Swedish consumers, when comparing advertising-in-general to green advertising. New groupings of already-existing factors were also discovered, indicating a need for a development of the existing model with a focus on green advertising. Managerial implications concerned the continued development and focus upon providing a high level of informativeness and credibility, in advertisements with environmental claims.

Place, publisher, year, edition, pages
National Category
Social Sciences
URN: urn:nbn:se:hj:diva-18491OAI: diva2:534314
Social and Behavioural Science, Law
Available from: 2012-06-27 Created: 2012-06-15 Last updated: 2012-06-27Bibliographically approved

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