Marketing research provides clues for 'green' advertisers

Dr. Ilgım Dara Benoit, an assistant professor of marketing at Appalachian State University recently published an article in Journal of Consumer Marketing, entitled “The impact of message framing and perceived consumer effectiveness on green ads”.

In the article, Benoit, in collaboration with assistant marketing professors Ceren Ekebas-Turedi of Purdue University Northwest and Elika Kordrostami of Rowan University, investigates the impact of advertising message framing (self-benefit vs. other-benefit) and perceived consumer effectiveness — PCE — on “green advertising” effectiveness.

The findings show that an other-benefit message (e.g. less environmental waste with the product hence helping the environment/others) is more effective when consumers perceive that their individual actions can positively influence environmental issues (high PCE). In contrast, a self-benefit message (e.g. less chemical exposure via product hence helping one’s own health) is more effective when consumers perceive that their individual actions might not be enough to influence environmental issues (low PCE).

Benoit’s findings contribute to the green advertising literature and offers an outline for managers on how to design effective ad campaigns for green products.

Read the article in full online,

About faculty research in the Walker College of Business

Walker College of Business faculty produce and disseminate extensive research through both academic and professional communities. In the last five years, faculty members have published approximately 400 peer-reviewed academic journal articles, 130 conference proceedings and made more than 400 conference and professional presentations in 170 different venues. In total, the faculty has produced more than 700 individual intellectual contributions in basic discovery research, more than 400 contributions in applied or integrative research and 240 contributions in teaching and learning research. For more information, visit

About the Department of Marketing and Supply Chain Management

At Appalachian State University, students in the Walker College of Business’ Department of Marketing and Supply Chain Management learn to drive industry initiatives that develop customer satisfaction and retention, contribute to company profits and build connections with suppliers, distributors and the community. Students majoring in marketing may select a concentration in general marketing, digital marketing or sales. Students majoring in supply chain management (SCM) learn about logistics, operations, strategic sourcing, process improvement strategies and supply chain technologies, enabling them to compete in the global marketplace and help future employers reduce costs, improve profits and expand their markets. Learn more at

June 25, 2021
Marisa Shadrick

Marketing research provides clues for 'green' advertisers
Published: Jun 25, 2021 1:54pm