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2021-03-01

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cc-by-nc-nd (c) Elsevier, 2021
Si us plau utilitzeu sempre aquest identificador per citar o enllaçar aquest document: https://hdl.handle.net/2445/179913

Green but ignored? The irrelevance of television advertisements on energy sustainability in Spain and its impact on consumer perceptions

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https://doi.org/10.1016/j.erss.2020.101835

Resum

The relationship between sustainability and business and marketing strategies has received an increasing sci-entific attention in the last few decades. This research activity has mainly focused on green advertising, greenwashing and corporate environmental strategies. Less attention has been paid to the effects of green advertising and green marketing on consumers' brand perceptions and on consumers' sustainable behaviour. This study aims to address this gap by examining the environmental claims and consumers' brand perceptions and purchasing intentions in the context of the Spanish energy sector. All Spanish energy companies' TV Advs (303) broadcasted between 2004 and 2018 were analysed and con-sumers brand perceptions examined (through 1000 interviews that are representative of the Spanish population). The findings show that companies follow for the most part a cost leadership strategy. Surprisingly, the main energy companies have not prioritized the creation of a strong green image and consumer' purchase decisions still rely far more on price perceptions than on companies' commitments towards the protection of the environment.

Matèries

Política energètica, Publicitat, Sostenibilitat (Ciències de la informació), Energies renovables, Impacte ambiental, Consumidors

Matèries (anglès)

Energy policy, Advertising, Sustainability (Information science), Renewable energy sources, Environmental impact, Consumers

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Articles publicats en revistes (Empresa)

Citació

BERIAIN BANARES, Ana, SANTOS SILVA, Miguel f., RODRÍGUEZ RODRÍGUEZ, Sergio. Green but ignored? The irrelevance of television advertisements on energy sustainability in Spain and its impact on consumer perceptions. _Energy Research & Social Science_. 2021. Vol. 73, núm. 101835. [consulta: 21 de gener de 2026]. ISSN: 2214-6296. [Disponible a: https://hdl.handle.net/2445/179913]

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