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Disarming Doubt: Leveraging Advertising Strategies to mitigate Green advertising Scepticism

Beek, Esmée van (2025) Disarming Doubt: Leveraging Advertising Strategies to mitigate Green advertising Scepticism.

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Abstract:This research examines the effectiveness of two advertising strategies, the two-sided approach and the narrative paradigm, in reducing green advertising scepticism and increasing purchase intentions. This research also examines whether advertising credibility had a mediating role in the relationship between advertising strategies and green advertising scepticism. A between-subjects experiment was designed and conducted among 122 respondents. The respondents consist of 73 females and 49 males with an average age of 27 years. The respondents were randomly assigned to one of the four different advertising strategies: the two-sided approach, the narrative paradigm, the combination of the two strategies and the control advertisement. In the survey, the level of advertising scepticism, advertising credibility and willingness to purchase were measured. The results of the survey showed that none of the advertising strategies had a significant effect on reducing green advertising scepticism or on the purchasing intention of the consumers. The advertising strategy two-sided approach and the combination of the two strategies did increase the mediating factor of advertising credibility, but this variable did not significantly mediate green advertising scepticism. These results suggest that green advertising scepticism is complex and the influence of advertising strategies can be different based on the context of the advertisement.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Science MSc (60713)
Link to this item:https://purl.utwente.nl/essays/106472
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