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An analysis of green advertising for food and household cleaning products from 1960-2008

Gephart, Jessica A.
http://rave.ohiolink.edu/etdc/view?acc_num=muhonors1303478521

Abstract Details

2011, Bachelor of Arts, Miami University, College of Arts and Sciences - Zoology.
Misleading or unsubstantiated use of environmental claims, or “greenwashing” becomes a problem when there is little regulation and green advertisements are widespread. Currently there are few regulations on the use of environmental claims in advertisements. In order to get a better picture of the trends in the frequency of environmental claims in advertising, food and household cleaning product advertisements in quarterly issues of Better Homes and Gardens and Good Housekeeping were sampled every four years from 1960-2008 to measure the level of “greenness” of advertisements over time. A modified version of the MECCAS (Means-End Conceptualization of the Components of Advertising Strategy) was used to classify the level of “greenness” in advertisements. This analysis found an increase of yearly maximum values between 5-10% from 1976 to 2004 to a maximum value of 28% in 2008.
Stacey Bretz, PhD (Advisor)
A. John Bailer, PhD (Committee Member)
Michael McCarthy, PhD (Committee Member)
Mary Emenike, PhD (Committee Member)
13 p.
Marketing
Green Advertising; Green marketing; Green trends; Greenwashing; Food advertisements; Household cleaning product advertisements

Recommended Citations

Citations

  • Gephart, J. A. (2011). An analysis of green advertising for food and household cleaning products from 1960-2008 [Undergraduate thesis, Miami University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=muhonors1303478521

    APA Style (7th edition)

  • Gephart, Jessica. An analysis of green advertising for food and household cleaning products from 1960-2008. 2011. Miami University, Undergraduate thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=muhonors1303478521.

    MLA Style (8th edition)

  • Gephart, Jessica. "An analysis of green advertising for food and household cleaning products from 1960-2008." Undergraduate thesis, Miami University, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=muhonors1303478521

    Chicago Manual of Style (17th edition)

muhonors1303478521
828
© 2011, all rights reserved.
This open access ETD is published by Miami University Honors Theses and OhioLINK.