Change search
ReferencesLink to record
Permanent link

Direct link
Marketing to Consumers in Different Shades of Green: The Case of Chiquita Bananas/Rainforest Alliance
Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
2010 (English)In: Corporate Social Responsibility: Challenges and Practices / [ed] Peter Dobers, Stockholm: Santérus Academic Press Sweden, 2010, 121-146 p.Chapter in book (Refereed)
Abstract [en]

This paper revolves around Swedish consumers’ perceptions of a TV marketing campaign informing about the certification of Chiquita bananas by the non-profit organization Rainforest Alliance. The certification means that Chiquita bananas have become more environmentally friendly, though not as friendly as to be marketed as ecological in Sweden, making this an interesting case to study. Through interviewing and surveying banana purchasers in the store, it was found that awareness of the campaign had a positive influence on the chain of advertising effects, but that more ecologically aware consumers, as well as consumers more sceptical to advertising, were less inclined to purchase, and had a more negative attitude to, the Chiquita brand. However, there was no relation between ecological awareness and ad scepticism in this sample. Implications for the marketing of (more or less) green products are discussed.

Place, publisher, year, edition, pages
Stockholm: Santérus Academic Press Sweden, 2010. 121-146 p.
Keyword [en]
Advertising effects, green seals of approval, corporate social responsibility
National Category
Business Administration
Research subject
Business Administration
URN: urn:nbn:se:su:diva-77454ISBN: 9789173350129OAI: diva2:532821
Available from: 2012-06-12 Created: 2012-06-12 Last updated: 2012-08-15Bibliographically approved

Open Access in DiVA

No full text

Search in DiVA

By author/editor
Hjalmarson, Hanna
By organisation
Department of Advertising and Public Relations
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 289 hits
ReferencesLink to record
Permanent link

Direct link