Understanding opposition in green advertising: The opposite does not always attract

Svetlana Bialkova, Arlette Hubner, Anna Fenko

Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review


Opposition (contrasting images and/or verbal cues) is acknowledged as a powerful tool to increase ads recall. Yet, no evidence exists whether opposition may be efficiently used in green advertising. The current study addresses this issue. European consumers (N=120) were exposed to print ads. Type of the picture (coherent vs. oppositional), ecolabel presence (present vs. absent) were manipulated between participants. Oppositional ads had negative effect on consumers’ response (attitude towards the ad, attitude towards the product, purchase intention). The effects appeared irrespective of ecolabel presence. These outcomes suggest that opposition in green advertising should be used with caution.
Original languageEnglish
Title of host publicationCollaboration in research
EditorsL. Warlop, S. Muylle
Place of PublicationLeuven
Publication statusPublished - 26 May 2015
Event44th EMAC Annual Conference 2015: Collaboration in research - Leuven, Leuven, Belgium
Duration: 26 May 201529 May 2015
Conference number: 44


Conference44th EMAC Annual Conference 2015
Abbreviated titleEMAC
Other26-05-2015 - 29-05-2015


  • IR-97099
  • METIS-311565

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