The Flip Side of Natural American Spirit: Corporate Social Responsibility Advertising.
Friday, April 14, 2017
Posted by: Natalia Gromov
Anna E Epperson, Judith J Prochaska, Lisa Henriksen.
The Flip Side of Natural American Spirit: Corporate Social Responsibility Advertising.
Tobacco Control Published Online First: 25 February 2017. doi: 10.1136/tobaccocontrol-2016-053576
The flip side of Natural American Spirit cigarette packs now align the brand with ‘Respect for the Earth’, a corporate social responsibility (CSR) campaign. It champions a ‘100% zero-waste-to-landfill’ manufacturing facility, ‘earth-friendly tobacco’, easier pack recycling, and ‘U.S.-grown tobacco’. Such marketing appeals to biospheric values, with emphasis on the intrinsic value of the ecosystem, implying a moral imperative to act pro-environmentally. Biospheric values inspire consumers to pay a premium for products perceived as eco-friendly, such as energy-efficient appliances and organic foods. Notably, the market share for premium-priced Natural American Spirit increased by more than 400% since 2002, even as the number of cigarette smokers in the USA declined to a record low.
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