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Green or Sustainable Advertising: A Descriptive Analysis
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Author(s): María Patricia Soroa de Carlos (UNIE University, Spain)and Javier Saiz Briones (UNIE University, Spain)
Copyright: 2026
Pages: 28
Source title:
Innovation and Sustainability in Electric and Autonomous Mobility
Source Author(s)/Editor(s): Alberto Tomás Delso Vicente (Rey Juan Carlos University, Spain), María García de Blanes (Rey Juan Carlos University, Spain), Óscar Aguado Tevar (Nebrija University, Spain), Luis Díaz-Marcos (Nebrija University, Spain)and Margarita Núñez-Canal (Nebrija University, Spain)
DOI: 10.4018/979-8-3373-2802-7.ch004
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Abstract
Growing awareness of environmental issues has driven a change in the attitudes and behaviors of consumers, who are demanding more sustainable products and services. In this context, green or sustainable advertising emerges as a key tool for companies seeking to communicate their commitment to the environment and attract a public increasingly concerned about sustainability. The present research focuses on the descriptive analysis of green or sustainable advertising, exploring its characteristics, strategies, trends and challenges, with the aim of understanding its role in promoting more responsible consumption and building a more sustainable future. Some companies focus on highlighting the environmental benefits of their products, such as reducing emissions, using renewable energy or recycling materials. Other companies choose to communicate their sustainable business practices, such as implementing waste reduction programs, supporting conservation projects or committing to fair trade.
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