The effectiveness of green advertising in the convention industry: An application of a dual coding approach and the norm activation model

Abstract The purpose of the study is to examine the use of green advertising in the convention industry. More specifically, the study involved investigating the role of message types, message appeals, and social norms on convention attendees' perceptions. A total of 1077 useable surveys were analyzed. The results revealed that green advertising affects the individual's attitude toward the advertisement, attitude toward the convention, and pro-environment intention in the convention industry. As the first empirical investigation into the use of green advertising in the context of conventions, this study involved several novel applications of various theories and a conceptual model, as well as the application of research from several disciplines whose examples can inform industry-specific green marketing strategies.