The Effectiveness of Green Advertisements: Combining Ad-based and Consumer-based Research

In the late 60s and early 70s, people started to worry about the deteriorating effects their consumption behavior may have on the environment. Accordingly, consumers were searching for alternative ways to decrease their ecological footprint (Montoro-Rios, Luque-Martinez, Fuentes-Moreno & Canadas-Soriano, 2006), and they incited companies to take care of the environment in their organizational processes (Ottman, 1993).