The Investigation of Green Advertising in China content analysis based on 1338 printed ads from 2000 to 20091

摘要

With the increase of environmental pollution problems and food issues in China,green advertising gradually increases,which is similar to western green ad era during 1990s (Jennifer,1990). This paper employs content analysis to analyze 1338 pieces of non-repeated advertisements from Chinese magazines and newspaper based on analytical frameworks of Carlson et al( 1995),Wagner and Hansen (2002) and Terra Choice Environmental Marketing (2007). Results suggest that Chinese advertisers are prone to extol product benefits,while foreign ones resort to enhance green images. Moreover,6 kinds of greenwashing strategies exisit in China,the distribution of which significantly differs from western companies.