The nature and extent of environmental sustainability advertising in magazines in a developing market
by Sibusiso Ndlovu; Debbie Ellis
International Journal of Innovation and Sustainable Development (IJISD), Vol. 16, No. 3/4, 2022

Abstract: Consumers' unsustainable consumption patterns play a substantial role in environmental deterioration. For consumers to behave more sustainably, they need to be knowledgeable of the problems, and various product and service solutions. Some businesses are using environmental sustainability advertising to develop consumer awareness and to influence environmentally conscious behaviour. This paper investigated the extent and nature of environmental sustainability advertising in magazines in a developing nation. A descriptive design with a deductive content analysis of 66 magazines revealed a limited number of environmental sustainability advertisements which are described in terms of their structure and content. This research contributes to marketers using environmental sustainability messages, conceptualising the types of message elements currently being used in magazine advertising and possible alternatives for making the environmental sustainability message unique. Recommendations are made for environmental sustainability marketers, academics, policymakers and future research.

Online publication date: Mon, 04-Jul-2022

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Innovation and Sustainable Development (IJISD):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com