This edited collection presents cutting edge research into the topic of green messages and subsequent consumer responses, providing important insights into current practice as well as directions for future research.

1. Introduction Kim Sheehan and Lucy Atkinson 2. Consumer Receptivity to Green Ads Elizabeth M. Tucker, Nora J. Rifon, Eun Mi Lee and Bonnie B. Reece 3. The Role of Regulatory Focus and Self-View in "Green" Advertising Message Framing Ioannis Kareklas, Jeffrey R. Carlson and Darrel D. Muehling 4. Communicating Green Marketing Appeals Effectively Hsuan-Hsuan Ku, Chien-Chih Kuo, Ching-Luen Wu and Chih-Ying Wu 5. Green Eco-Seals and Advertising Persuasion Barbara A. Bickart and Julie A. Ruth 6. Sustainable Marketing and Social Media Elizabeth Minton, Christopher Lee, Ulrich Orth, Chung-Hyun Kim and Lynn Kahle 7. The Effectiveness of Benefit Type and Price Endings in Green Advertising Marla B. Royne, Jennifer Martinez, Jared Oakley and Alexa K. Fox 8. Is the Devil in the Details? Guang-Xin Xie and Ann Kronrod 9. It Ain't Easy Being Green Aubrey R. Fowler III and Angeline G. Close 10. Victoria's Dirty Secrets Marie-Cécile Cervellon 11. Factors Affecting Skepticism toward Green Advertising Arminda Maria Finisterra do Paço and Rosa Reis