Credibility of green advertising: six elements that drive credibility in green advertising

The goal of this academic research was to examine what extent sustainable advertising messages are perceived as credible by the Belgian consumer. We wanted investigate how credibility arises in commercials and impact green can be. started with a literature study uncover possible determinants were able distinguish six elements that drive advertising. These honesty, clearness, details, commitment, urgency, shared value. In order validate significant evidence their on motivation brand consideration, we ran survey which our individual respondents saw 5 commercials. randomly selected from collection 95 had been broadcasted Belgium last 24 months before August 2021. Six hundred participated survey, representative for consumers aged 19 90 years old. results make clear is lacking key effectiveness many levels. Our explain 72% Credibility its 59% consumers' prefer products over conventional products. Together they 28% consideration advertised product. Future success sustainability may depend whether brands initiate switching mindset This requires honest, shows commitment provides details focuses value companies consumers. also allows construction an app forecasts based scores 8 predictors due high levels explained variance.