Green Advertising and the Reluctant Consumer

<p>This edited collection presents cutting edge research into the topic of green messages and subsequent consumer responses. The research studies draw on a rich tradition of communication psychological and sociological theories that examine consumer responses in a nuanced way. At the same time the studies present important implications for advertising practitioners and academics alike. Written by communications scholars from North America Europe and Asia the studies encompass a range of research techniques including experiments surveys content analyses and depth interviews. The book provides important insights into current practice as well as directions for future research.</p><p>This book was originally published as a special issue of the <i>Journal of Advertising</i>.</p>