This paper studies the literature on green advertising (GA). We divide its development history into four stages and the privious research into five fields: GA's definition and classification; GA's claim and green degree evaluation; the relation between consumers character and the GA tactics; the misleading GA and the regulation to GA; GA and the corporate social responsibility. We analyze the trends of the GA's research and discuss its implications to Chinese researchers.
戴鑫, 吴丹, 荆美星, 童诗兰. 西方绿色广告发展和研究综述[J]. J4, 2009, 6(5): 704-.
DAI Xin, WU Dan, JING Mei-Xing, TONG Shi-Lan. Literature Review on Green Advertising in Western Countries. J4, 2009, 6(5): 704-.