Purpose – The purpose of this study is to explore how different types of environmental claims may affect the communication effectiveness of environmental advertising. Two two moderating variables include the perceived eco‐friendly image of the originating country and consumer involvement....

Differences in cultural values may result in perceptual differences and thus necessitate the use of different advertising information content in varying cultures. Intends to test the relationship between cultural values and the information cues employed in service advertising, using an affective...

This study examines how consumers in China perceive and respond to company‐sponsored environmental advertising claims. Based on a survey of 914 Chinese respondents in Beijing and Guangzhou, the study has derived some important findings. First, it confirms the casual observation that...