@article{dai2014content,
  title = {A Content Analysis of Green Advertising in China},
  author = {Xin Dai and Tiong-Thye Goh and Si Cheng},
  year = 2014,
  url = {https://ibimapublishing.com/articles/JMRCS/2014/850595/},
  journal = {Journal of Marketing Research and Case Studies},
  volume = (2014),
  pages = 21,
  doi = 10.5171/2014.850595,
  abstract = {This paper presents a study of 1,338 green advertisements from the leading Chinese newspapers and magazines. The aim of the study is to examine the green ads’ distribution and greenwashing characteristics and practices in order to provide an overview for policy regulators and marketers. The analysis framework adopted the Carlson et al. (1993) matrix approach and the six sins of greenwashing from Terra Choice Environmental Marketing (2007). The findings revealed that green advertisements have increased by more than 50% since 2004 and Chinese enterprises engaged in green advertising mainly to promote product benefits while foreign enterprises placed strong emphasis on products and green corporate image. From a consumer perspective, the study revealed that almost a third of the green ads contained an element of greenwashing with “sin of no proof” being the most prominent. Analysis of variance reveals that Chinese enterprises had committed more greenwashing than foreign-owned enterprises in green advertising.  },
  keywords = {Green advertising, greenwashing, content analysis.},
  note = Article ID: 850595
}