SSE/EFI Working Paper Series in Business Administration
Claudia A. Rademaker
Hinders for Eco-friendly Media Selection
This study shows that, despite organizations claiming
to care for the green environment through documented environmental
policies, marketing communication such as advertising media selection does
not seem to be much guided by green environmental concerns. Problems with
consistency and control thus seem to exist between companies’
ideas/decisions (documented environmental policies) and their actions
(advertising media selection), causing the need for justification and/or
This study adds to prior research on the non-use of models in
practice by showing that the non-use of models also exists among marketing
managers when selecting advertising media for marketing communication
purposes. It was found that 64 percent of the marketing managers do not
make use of media selection models. In the attempt to investigate
differences in the factors guiding media selection between marketing
managers who use media selection models (users) and those who do not use
any model (non-users), it was found that the users take a medium’s
eco-friendly characteristics less into consideration than the non-users.
The paper discusses that the use of models can be viewed as attempts for
making more rational decisions. The findings thus suggest that rational
decision-making (users) may hinder eco-friendly media selection while
non-rationality (non-users) may develop more powerful organizational
ideologies such as acting responsibly towards the green environment.
However, this study points out a link between the use of media selection
models, previous experience and rules of thumb, i.e. the users tend to make
more use of previous experience and rules of thumb than the non-users.
Thus, the author argues that a new approach to model use may be needed and
that the media selection should not be too much influenced by the marketing
managers’ previous experience and rules of thumb. Otherwise, new factors
may be overlooked such as consumers’ increasing concern for the green
environment in relation to consumer advertising media attitudes.
Previous studies have found that current approaches to marketing planning
pay too little attention to the impact of technological advances on changes
in consumer media habits. Thereby the risk may exist for focusing on mainly
conventional media and not selecting “new media”. The present study seems
to contradict these previous findings by showing that the selection of “new
media” such as media using the Internet was found among the most selected
advertising media by both the users and non-users for the two communication
objectives studied, i.e. brand-building and to increase sales. Thus, the
results indicate that while the marketing managers adapt their media
selection to changes in technological media advances they tend to overlook
consumers’ increasing concern for the green environment and the
environmental aspect of advertising media.
The results also show
differences among the marketing managers in their selection of advertising
media. At the same time as the non-users tend to be more precise with the
recycling of paper, they are more inclined to select paper-based media such
as catalogues and brochures than the users. The users on the other hand,
tend to select more electronic media such as TV, radio and cinema than the
non-users. In the attempt to explain the factors guiding media selection
and in particular to what extent the environmental aspect of advertising
media is considered, green environmental responsibility attitudes (GERA) of
the users and non-users are assessed.
Keywords: Media Selection; Advertising; Green Environment; Marketing Managers; Models; Green Environmental Responsibility Attitude (GERA); Rationality; Non-rationality; (follow links to similar papers)
53 pages, December 2, 2011, Revised February 14, 2012
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