ABSTRACT
The Journal of Advertising first devoted a special issue to green advertising in the summer of 1995. The guest editor of that issue, Easwar Iyer, indicated that the use of the word “green” in describing this particular type of advertising was meant to connote pro-environmental behaviors on behalf of both companies and consumers. Green advertising was further defined as a message promoting environmentally oriented consumption behavior (Kilbourne 1995); as a promotional message that may appeal to the needs and desires of environmentally concerned consumers (Zinkhan and Carlson 1995); and as a message that features an environmental attribute for a product or service (Schuhwerk and Lefkoff-Hagius 1995).
