Abstract
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 language | English |
|---|---|
| Title of host publication | Organizational culture and behavioral shifts in the green economy |
| Place of Publication | Hershey |
| Publisher | IGI-Global |
| Pages | 21-58 |
| Number of pages | 36 |
| ISBN (Electronic) | 9781522529668 |
| ISBN (Print) | 9781522529651 |
| Publication status | Published - 2018 |
Keywords
- sustainability
- CSR
- marketing
- values
- culture
- advertising
Cite this
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Valuing sustainability: how national culture influences attributions towards green advertising. / Rojas Morales, D; Moratis, L.
Organizational culture and behavioral shifts in the green economy. Hershey : IGI-Global, 2018. p. 21-58.Research output: Chapter in Book/Report/Conference proceeding › Chapter › Scientific › peer-review
TY - CHAP
T1 - Valuing sustainability: how national culture influences attributions towards green advertising
AU - Rojas Morales, D
AU - Moratis, L
PY - 2018
Y1 - 2018
N2 - 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.
AB - 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.
KW - sustainability
KW - CSR
KW - marketing
KW - values
KW - culture
KW - advertising
M3 - Chapter
SN - 9781522529651
SP - 21
EP - 58
BT - Organizational culture and behavioral shifts in the green economy
PB - IGI-Global
CY - Hershey
ER -