Business Commons^™

How Consumers Perceive Environmental Advertising In The Banking Context, Kara Chan, Fei Fan

Kara Chan

A study was conducted to investigate how consumers respond to banking advertisements with environmental claims. The study adopts a 2×2×2 factorial design. Altogether 195 participants in Hong Kong, China, were asked to read an advertisement of either a well-known or a lesser-known bank, featuring either a global or a local environmental issue, and containing a substantive or an associative environmental claim. The advertisement featuring global warming generated more favorable attitudes toward the advertisement than the ad featuring air pollution in Hong Kong. Use of a substantive claim was able to generate a more favorable advertising effect than use of an …