This study investigates the influences of claim specificity, the product’s environmental relevance, and the respondents’ proenvironmental orientation on the effectiveness of green advertising among Turkish consumers. An experimental study is conducted using hypothetical print advertisements...

This study investigates the influences of claim specificity, the product’s environmental relevance, and the respondents’ proenvironmental orientation on the effectiveness of green advertising among Turkish consumers. An experimental study is conducted using hypothetical print advertisements...

Purpose Limitations of producing energy and the increasing demands in the electricity market in Iran have not only drawn the attention of authorities in the energy industry toward optimization of energy consumption, but also created marketing approaches toward these objectives. In this respect,...