Whew!
Banerjee, S., Gulas, C. S., & Iyer, E. (1995). Shades of green: A multidimensional
analysis of environmental advertising. Journal of Advertising, 24(2), 21-31.
The authors give a brief history of environmental advertising and cite data representing the growing prevalence of environmental claims in various advertising outlets. After giving a comprehensive definition of what green advertising is (must include either promotion of green lifestyle, a corporate image, or a specific product's biophysical status), they use data from a collection of advertisements spanning from 1987 to 1992. Including print and television outlets. They coded the overall status of the ads using a quantitative research method and a previously laid out analytical framework of ad categories including: characteristics, greeness, objective, appeal, and issues. This analysis, while having its limitations, provides a multidimensional view of advertising, and shows that while the focus of advertisers has become very green oriented, rarely do organizations go in depth in describing the greenness of what they advertise.
Bargh, John A. (2002). Losing consciousness: Automatic influences on consumer
judgement, behavior, and motivation. Journal of Consumer Research, 29,
280-285.
Bringing a psychology perspective on the topic of consumer judgement, Bargh claims that previous research has ignored the lack of conscious awareness on the part of the consumer, and the inherent effects of goals (both social and self) which moderate consumer purchases. The ability for companies to manipulate the goals people have is already known within social cognition research, yet consumers have not harnessed this manipulation it to its fullest potential. There is potential for the nonconscious nature of consumers to be manipulated unethically, so consumer research should focus on the effects of wanted and unwanted influences, and how an individual copes with each. While Bargh mentions nothing about eco-consumerism, his article is significant in that advertisers have the ability to play off the new "green" social trend.
Carrigan, A. & Attalla, A. (2001). The myth of the ethical consumer – do ethics matter in
purchase behavior? Journal of Consumer Marketing, 18(7), 560-577.
The authors comment on the gap between a companies behaving ethically and commercial reward. Many companies believe that if they act ethically (i.e. eco-friendly practices, fair-trade wages), people will be more inclined to purchase their product. The authors also give a brief background of environmental advertising, and conduct a study with university educated twenty year olds in America. They proposed discussion questions prompting the individuals to comment on their ethical purchasing patterns, discovering that while consumers were generally aware of unethical business practices, they were not typically willing to change purchase behavior because of helplessness, lack of media coverage, hegemonic trends, brand image, and price. This study is significant because it shows how mass communication affects the way young people decide what to buy, which is most often not the eco-friendly choice.
Chan, R. Y. K. (2000). The effectiveness of environmental advertising: the role of claim type and
the source country green image. International Journal of Advertising, 19(3), 349-375.
A study centered on Chinese consumers, Chan looks at how well eco advertising works in regards to the source country’s environmental image. Basing his hypothesis around selective perception theories, Chan claims that factors affecting eco purchases include how involved the individual is in a purchase (high versus low involvement), what kind of claim is being made (substantive versus associative), and the eco-friendliness of the source country. This study was done on 25-29 year old men and women who were given sample advertisements and then asked to report on how they felt about the ads in a Likert-scale manner. Chan found that companies should pay attention to what types of claims they make depending on the eco-friendliness of their country. This study shows that even if a company attempts to advertise effectively, other factors are involved in consumer purchases, such as consumer knowledge, so exaggerated claims are not helpful.
Gilbert, J. (2008). Against the commodification of everything: Anti-consumerist cultural studies
in the age of ecological crisis. Cultural Studies, 22(5), 551-566.
This article focuses on how anti-consumerist thinking affects our culture, government policy, and commodities. Gilbert claims that the attempt to create sustainable societies ignores the fact that consumption and commodification are central aspects of our culture. This article is centered around the relationship between neo-liberalism and anti-consumerism, and Gilbert provides a rich explanation of the terms consumer, consumption, and commodification. He proves the importance of looking at both sides of the spectrum critically, as in both consumerist and anti-consumerist attitudes.
Greer, J. & Bruno, K. (1997). Greenwash: The reality behind corporate environmentalism.
Apex Press: New York.
The authors of this title are affiliated with Greenpeace International, and provide extensive case studies on the ways in which corporations have lied to consumers about the eco-friendliness of their products. Naming companies such as Mobil Corporation, Aluminum Company of America, and General Motors Corporation, they use concrete numbers and advertisements to explain the false nature of the efforts of these companies. The argument made in the book against the greenwashing techniques used by transnational corporations is concluded by taking a politically active stance to respond. While this book is highly biased in its own right, it provides useful details on the producers of fake eco-friendly products.
Lewis, T. (2008). Transforming citizens? Green politics and ethical consumption
on lifestyle television. Continuum: Journal of Media & Cultural Studies, 22(2), 227- 240.
Lewis explains two cultural phenomenons currently related to to consumer studies: lifestyle politics and the greening of television. The author explains that politics are coming closer to home for consumers and people are growing more interested in lifestyle makeover shows, DIY activities, and socially promoting their consciousness and ethicality. Media has begun to market to this attitude very well through an incredible amount of television shows. By using several reality shows from both America and Australia, each centered around eco friedly lifestyles, Lewis compares different modes of communicating this attitude through television. Ultimately, the author explains that eco-consumerism, which greatly stems from these television shows, is a highly contradictory mentality that is prevelant in "bourgeois bohemians."
Shapiro, E. (2004). Greenwashing! Communication Arts: Advertising Annual, 201-205.
This short article details the current phenomenon of "greenwashing" by organizations, defined by the Oxford Dictionary as "disinformation by an organization so as to present an environmentally responsible public image." Shapiro goes through various company attempts to gain recognition as ethical organizations, including notoriously unethical companies such as BP and Philip Morris Companies, Inc. These companies have redesigned their logos and marketing schemes to show consumers how they have changed without actually changing any of their business practices. She concludes her discussion on the topic with a design company who will only deal with companies who have proven themselves ethical and truthful, even though the task is quite difficult.
Sherif, C. W. (1965). Attitude and attitude change. Greenwood Press: Westport, CT.
Using the social-judgement involvement approach, Sherif discusses attitude and how it morphs depending on an individual's experience, poising herself in realms of religion, politics, and race. She uses the criteria of acceptance, rejection, and noncommitance to evaluate people's attitudes. An important finding from this book is that what dictates attitude change is the individual's prior involvement in the issue (in regards to ego, social, religious, moral, and economic). She also points out that comparison is an important aspect of the social-judgement involvement approach. This theoretical framework can effectively provide backing to the discussion on eco-comsumerism, and how consumers become "ethical" individuals.
Tang, E., Fryxell, G.E., & Clement, S.F.C. (2004). Visual and verbal communication in the design
of eco label for green consumer products. Journal of International Consumer
Marketing, 16(4), 85-105.
The authors situate themselves within China’s efforts to become a more environmentally conscious country of consumers. They evaluate the varying degrees of effectiveness of eco-labels upon consumers by comparing different eco-label programs across the globe. Criteria for evaluating these programs (specifically China’s) include governmental policies, written content, visual content, and verbal content. The study was done with college students, and the authors found that eco programs accompanied with educational campaigns give consumers more reasons to buy green. The importance of this study is in the idea that consumers say they will buy an environmentally friendly product, but often times will not actually spend their money as such.