Title :
Investigation and Reflection of the Development of Green Advertising in Chinese Automobile Industry
Author :
Dai, Xin ; Fam, Kim-Shyan ; Mao, Jianghua ; Huang, Juan
Author_Institution :
Sch. of Manage., Huazhong Univ. of Sci. & Technol., Wuhan, China
Abstract :
Based on the Analytical Framework of Green Advertising developed by the U.S. scholar IYER etc. (1992), we made a content analysis on 564 non-repeated green ads published between January 2000 and June 2009 in 7 representative magazines and 8 representative newspapers in China. Results suggest that green advertising in China´s auto industry increased year by year. The green advertising strategies are quite different between state-owned and foreign enterprises. The thesis put forward relevant suggestions accordingly.
Keywords :
advertising; automobile industry; environmental factors; Chinese automobile industry; content analysis; foreign enterprise; green advertising; magazines; newspapers; state-owned enterprise; Advertising; Certification; Companies; Green products; Industries; International collaboration;
Conference_Titel :
Management and Service Science (MASS), 2011 International Conference on
Conference_Location :
Wuhan
Print_ISBN :
978-1-4244-6579-8
DOI :
10.1109/ICMSS.2011.5998652
