Merchandising/Marketing/Retailing: Branding

Green Apparel Advertising: Does It Need to Move toward a Product-led Approach?

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Abstract

Using Banerjee et al.'s (1995) green advertising criteria as a framework, this study examines how Green Apparel Advertising Potency (GAAP) can be achieved. Possibilities emerge from extensive content analysis of leading marketing journals (1996 to 2016) and empirical analyses of four main attributes from various ad types: environment, product, lifestyle, and humanism. Environment attribute includes environmental benefit and nature harmony. Product attribute includes apparel quality, apparel uniqueness, and well-being benefit. Lifestyle attribute includes lifestyle compatibility, meaningfulness, and self-discovery. Finally, humanism attribute includes ethicality, humanitarian benefit, compassionate love, and connection to others. We propose a consumer response framework for Green Apparel Advertising Potency (GAAP) to outline essential elements of effective green ads. Using eight different types of green apparel ads, these elements are analyzed to develop a decision tree predictive model that determines optimum combinations of attributes. The findings indicate that the functional product attribute of apparel quality is the primary factor that can elevate Green Apparel Advertising Potency (GAAP).

How to Cite:

Song, S. Y. & Kim, Y., (2016) “Green Apparel Advertising: Does It Need to Move toward a Product-led Approach?”, International Textile and Apparel Association Annual Conference Proceedings 73(1).