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A Cross-cultural examination of the environmental information on packaging: implications for advertisers

Polonsky, Michael Jay and Carlson, Les and Prothero, Andrea and Kapelianis, Dimitri (2002) A Cross-cultural examination of the environmental information on packaging: implications for advertisers. In: New directions in international advertising research. Advances in International Marketing, 12 . JAI Elsevier Science, Amsterdam, pp. 153-174.

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Abstract

This study presents a cross-cultural analysis of environmental information on packaging. We used judges and packagesfrom four countries (Australia, South Africa, the United Kingdom, and the United States) and we asked judges to determine their own environmental information: Results suggest - - that whilst there is some consistency in judges' views, there are also important information dlfferences across countries. Judges were found to infer environmental information from material that has not been c~nsider~bto be environmental in nature. Our results may have important connotations for advertising, where environmental information might be offered as part of the array of product benefits being presented to consumers.

Item Type: Book Section
ISBN: 07623-09504
Subjects: RFCD Classification > 350000 Commerce, Management, Tourism and Services
Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing
Depositing User: Ms Phung T Tran
Date Deposited: 17 Oct 2008 01:22
Last Modified: 07 Sep 2011 01:15
URI: http://vuir.vu.edu.au/id/eprint/1020
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Citations in Scopus: 5 - View on Scopus

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