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Environmental Communications and Credibility. Edition No. 1
VDM Publishing House, Sep 2008, Pages: 232
The communication of corporate environmental
messages has a history of mixed results, and
concerns are mounting around the possibility of
information overload, and the quality and
accurateness of the content. In this research I look
at the complexities associated with environmental
information and communication, and explore the
relationship of information complexity and
credibility as key constructs that influence
communication performance. Recent emphasis on Life
Cycle Assessment (LCA) information is presented as
holding some promise to improve the effectiveness of
environmental claims. Results indicate that although
the likelihood that more complex communications in
an advertising context makes for poor advertising;
the credibility gained through more explicit
environmental disclosures, favorably influences the
perceptions toward the company and the brand.In a
second study with architects, I found that,
advertisements with environmental messages are more
effective than those presenting functional product
benefits alone, but only when the messages are
substantiated with quantitative and disaggregated
information [resulting from LCA studies].
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