Zeleno oglašavanje i njegov uticaj na ekološki prihvatljive potrošačke izbore - pregled literature

Abstract

Istraživanje u oblasti različitih ekoloških tema, među kojima je i tema zelenog oglašavanja, dobija sve veći značaj tokom poslednje tri decenije, iako bi tek trebalo da dostigne svoj puni potencijal. Kako koncept zelenog oglašavanja privlači sve veću pažnju naučnika, uporedo raste i znanje o ovoj temi. Zeleno oglašavanje, generalno, ima za cilj promociju proizvoda proizvedenih na ekološki prihvatljiv način ili promovisanje korporativne odgovornosti oglašavača prema životnoj sredini. Procena efektivnosti zelenog oglašavanja je neophodna kako bi se podstakle kognitivne i afektivne reakcije potrošača na ove oglasne poruke, kao i njihovo naknadno ekološko ponašanje. Ovaj rad sadrži pregled relevantne literature na temu efektivnosti zelenog oglašavanja. Rezultati analize literature pokazuju da zeleno oglašavanje predstavlja efikasno sredstvo komunikacije u kontekstu uticaja na stavove i ponašanje potrošača, iako je ostvarena efektivnost često posredovana dejstvom određenih faktora, kao što su: svest potrošača o životnoj sredini, regulatorni fokus potrošača, skepticizam potrošača, tip oglasne poruke.

Research on various environmental topics, among which is the topic of green advertising, has been growing during last three decades, but it is yet to gain its full potential. Since the topic of green advertising has been gaining rising attention of scholars, the body of knowledge on this topic has been growing as well. Green advertising in general aims to promote products produced in an environmentally-friendly manner, or to promote advertiser's corporate responsibility toward an environment. The evaluation of green advertising effectiveness is necessary in order to stimulate cognitive and affective reactions of consumers to green advertisements, as well as their subsequent environmentally friendly behaviour. This article contains the review of the relevant literature on the topic of green advertising effectiveness. The findings of the literature review indicate that green advertising represents an effective communication means to influence consumers' attitudes and behaviour, even though its effectiveness is often mediated by certain factors, like: consumers' environmental consciousness, consumers' regulatory focus, consumers' scepticism, claim type.