Valuing sustainability: how national culture influences attributions towards green advertising

D Rojas Morales, L Moratis

Research output: Chapter in Book/Report/Conference proceedingChapterScientificpeer-review

1 Citation (Scopus)


Consumers’ low awareness and negative attributions remain critical impediments to companies’ attempts to reap the potential benefits of CSR. Addressing the gap of how and under which conditions what type of attributions arise and the role of stakeholder factors in CSR communication strategies, the aim of this chapter is to assess to what extent national culture influences the attributions that arise towards green advertising. Preceded by a pre-test, a survey was conducted in Colombia, The Netherlands and USA. With a total of 248 responses, a multiple regression analysis was performed to analyze the data. Results show main effects of national culture on the attribution of negative motives. Specifically, the cultural dimensions power distance and uncertainty avoidance have a negative effect on negative attributions. On the other hand, results indicated that positive attributions are not influenced by national culture. The research stresses the relevance of national culture as a stakeholder-factor, influencing the effectiveness of green advertising.

Original languageEnglish
Title of host publicationOrganizational culture and behavioral shifts in the green economy
Place of PublicationHershey
Number of pages36
ISBN (Electronic)9781522529668
ISBN (Print)9781522529651
Publication statusPublished - 2018


  • sustainability
  • CSR
  • marketing
  • values
  • culture
  • advertising


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