摘要：Recently, global warming and environmental issues have come to the forefront, with companies like Coca-Cola
joining General Electric Co., Toyota, IBM and others to focus on sustainability (Bush, 2008). The results of this
study uncover additional factors beyond those found 15 years ago in studying green advertising and consumer
behaviors. However, similar to previous research, consumers who are more proactive with their environmental
behaviors also have better attitudes toward green advertising. The results imply that green advertising may be best
at reaching those who are already practicing green behaviors.
