Document Type
Article
Publication Date
1999
Source Publication
Journal of Consumer Affairs
Source ISSN
0022-0078
Abstract
A copy-test of seven environmental claims on aerosol packages shows that consumers interpret general, unqualified claims (e.g., environmentally friendly or ozone friendly) as meaning the product is safe for the environment in both an absolute (safe) and a relative (safer) sense. These perceptions of environmental safety are enhanced by specific qualifiers for general claims such as No CFCs and general qualifiers for specific claims. In addition, the results show that almost all specific environmental claims improve consumers’ perceptions of the aerosol product relative to general claims for environmental benefits of the product. Implications for marketing and public policy professionals are presented.
Recommended Citation
Maronick, Thomas J. and Andrews, J. Craig, "The Role of Qualifying Language on Consumer Perceptions of Environmental Claims" (1999). Marketing Faculty Research and Publications. 68.
https://epublications.marquette.edu/market_fac/68
Comments
Accepted version. Journal of Consumer Affairs, Vol. 33, No. 2 (Winter 1999): 297-320. DOI. © 1999 Wiley. Used with permission.