Environmental Marketplace Advocacy: Influences and Implications of U.S. Public Response. (March 2018)

• Record Type: Journal Article
• Authors: Gaither, Barbara Miller; Sinclair, Janas
• Is Part Of: Journalism & mass communication quarterly. Volume 95:Number 1(2018:Mar.)
• Page Start: 169
• Page End: 191
• Publication Date: 2018-03
• Subjects: marketplace advocacy -- environmental communication -- green advertising -- persuasion knowledge; Journalism -- Periodicals; Mass media -- Periodicals; Communication -- Periodicals; Journalism -- United States -- Periodicals; Journalism -- Bibliography -- Periodicals; 070
• DOI: 10.1177/1077699017710452
• Languages: English
• ISSNs: 1077-6990

Abstract

Environmental marketplace advocacy represents a form of corporate issue advocacy and a significant source of environmental communication for the U.S. public. This study tested a model of environmental marketplace advocacy, conceptually grounded in the persuasion knowledge model, with a national U.S. audience. The model predicted 78% of variance in attitudes toward the advertiser and its environmental impact. Contrary to expectations, participants' environmental concern was positively associated with persuasion; this effect was reversed among those with a graduate degree, a background in science, or membership in an environmental organization. Important implications for both corporate and environmental advocacy are discussed.