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- Title
ENVIRONMENTAL CLAIMS IN THE MAGAZINE ADVERTISEMENTS: A CONTENT ANALYSIS OF EKO IQ MAGAZINE.
- Authors
AKYOL, Ayça ÇEKİÇ; KILINÇ, Özgür
- Abstract
Today's increase in environmental problems and their growing presence on our agenda have led to a greater awareness of both consumers and companies. One of the main influences on the purchasing behaviour of both current and potential green consumers', i.e. those who have environmental consciousness is whether or not the product benefits the environment during production, distribution even at the post consumption process. Companies have therefore adopted green promotional activities to present the product or service as meeting the environmental expectations of consumers, in order to achieve a long-term competitive advantage and create, maintain or present image of the company as environmentally sound. As an element of green marketing communication, green advertising is an important tool for the companies to increase or preserve sales of green goods or services. To achieve these objectives companies mention various messages that contain environmental messages in their advertisements. The subject of this study is "green advertisements." The companies use green advertisements for environmental claims and messages. The purpose of this study is to analyse the relationship between environment and advertisement, based on the notion of the green advertisement, which is one of the elements of green promotional activities; to examine how this relationship is reflected in magazine advertisements, and in this context to present some of the features of green advertising. To this end, 49 samples, which are published in Eko IQ magazine dated March-April 2012 and May-June 2013, have been analysed using the quantitative content analysis method. Within this context, how companies use the level of greenness, green claims and environmental concern as an advertising appeal has been presented.
- Subjects
ENVIRONMENTAL engineering; CONTENT analysis; JEWISH Colonization Association; CONSUMER behavior; GREEN marketing
- Publication
Electronic Turkish Studies, 2014, Vol 9, Issue 8, p327
- ISSN
1308-2140
- Publication type
Article