The Link Between Self-Construal, Environmental Concern and Response to Green Ad Claims – a Cross Cultural Comparison

Pradnya Joshi, Michigan State University, USA
The current research aims at comparing three dominant cultures associated with different types of self-construal: Indian, Chinese, and American culture. Two studies suggest that ad-claims congruent with consumers’ self-construal improve attitudes and purchase intention towards the advertised environmental products. Cultures appear to alter the way environmental advertising interacts with self-construal.
[ to cite ]:
Pradnya Joshi (2015) ,"The Link Between Self-Construal, Environmental Concern and Response to Green Ad Claims – a Cross Cultural Comparison", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 791-791.