Abstract:
This paper reports on three studies that were done as part of an application of the GREEN scale (Haws, Winterich, & Naylor, 2014) to understanding US consumer response to green marketing communications. The GREEN scale was developed originally to measure consumers’ tendency to express their environmental concern through their consumption behaviors, that is, their green consumption values. In the current paper, three studies explored the impact of US consumers’ GREEN consumption values on their response to brands’ green public relations and green advertising. The results show that, in addition to helping to explain green consumption behaviors, GREEN can also help to explain consumer response to brands’ marketing communications efforts. Limitations are pointed out and future research directions are proposed.