How consumers perceive environmental advertising in the banking context

Kara Chan, Fei Fan

Research output: Contribution to journalJournal articlepeer-review

25 Downloads (Pure)


A study was conducted to investigate how consumers respond to banking advertisements with environmental claims. The study adopts a 2×2×2 factorial design. Altogether 195 participants in Hong Kong, China, were asked to read an advertisement of either a well-known or a lesser-known bank, featuring either a global or a local environmental issue, and containing a substantive or an associative environmental claim. The advertisement featuring global warming generated more favorable attitudes toward the advertisement than the ad featuring air pollution in Hong Kong. Use of a substantive claim was able to generate a more favorable advertising effect than use of an associative claim. Advertising effectiveness was higher among participants who were more concerned about the environment. Lesser-known banks have the potential to leverage on environmental advertising. They should choose environmental issues with significant impact and adopt substantive claims. This is the first experimental study on effectiveness of environmental advertising used in the banking context.

Original languageEnglish
Pages (from-to)69-82
Number of pages14
JournalAsian Journal of Business Research
Issue number1
Publication statusPublished - 2015

User-Defined Keywords

  • advertising effect
  • consumer perceptions
  • experimental design


Dive into the research topics of 'How consumers perceive environmental advertising in the banking context'. Together they form a unique fingerprint.

Cite this