Consumer responses toward green advertising: The effects of gender, advertising skepticism, and green motive attribution

This research examined the effects of gender and skepticism toward advertising in general (SKEP) on consumer responses toward green advertising at two levels, generalized green advertising skepticism and personalized attitude toward the green ad (Agreen-ad). Using survey data, Study 1 found that men were more skeptical of advertising in general then women, and in turn, more skeptical of green advertising. Study 2 analyzed some of the data...