Managerial–Consumer Eco-Harmful Media Perceptions and Eco-Conscious Attitudes

Claudia Rademaker, Marla Royne-Stafford, Mikael Andéhn

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This study underscores the importance of considering a medium's broader effects. Research demonstrates that a medium's perceived eco-harmful impact affects communication effectiveness because a medium itself can act as a constituent of the message. The current study, conducted in Sweden, explores managers' estimates of consumer eco-harmful perceptions of 10 paper- and electronic-based media. Managers tend to mis-estimate consumers' eco-harmful media perceptions; these estimates are driven by managers' eco-conscious attitudes. Further, advertising on more eco-harmful media is associated with irritating characteristics, while advertising on less eco-harmful media is associated with good and trustworthy characteristics. Managerial implications are given for communication effectiveness in contexts where environmental concerns are particularly relevant.

Original languageEnglish
Pages (from-to)290-304
Number of pages15
JournalJournal of Advertising Research
Issue number3
Early online date26 Apr 2019
Publication statusPublished - 1 Sept 2020

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