The impact of green appeals on credibility: a mixed-method approach

Many advertisers use green advertisements to convey their products’ and company’s responsibility towards the environment. However, previous studies suggest that consumers are skeptic towards such claims. As credibility is an important indicator of ad effectiveness, the current paper investigates the impact of green advertising on credibility by relating the green characteristics of advertisements to perceived credibility. In general, results of a quantitative study indicate that level of greenness has a positive impact, while environmental involvement has a negative impact on the credibility of green advertisements