Marketing Management Association (MMA)
In this paper, the authors document a statistically significant impact exerted by an environmentally friendly advertising claim on consumer purchase intentions for a high involvement product. The environmentally friendly claim in an otherwise identical treatment significantly improved purchase intentions compared to a great performance claim. In addition, two covariates that significantly improved the statistical power for the multivariate tests used in this analysis are identified and discussed. These are product involvement and concern about air pollution. Details of the mall intercept survey designed and implemented for this analysis are provided.