RT Journal Article SR Electronic T1 How Claim Specificity Can Improve Claim Credibility in Green Advertising JF Journal of Advertising Research JO J Advert Res FD WARC SP JAR-2018-001 DO 10.2501/JAR-2018-001 A1 Benjamin Ganz A1 Anthony Grimes YR 2018 UL http://www.journalofadvertisingresearch.com/content/early/2018/03/28/JAR-2018-001.abstract AB This study establishes claim specificity as a conceptually distinct message characteristic and a robust antecedent of claim credibility. The relationship between the specificity and the credibility of green claims is examined by way of a 2 × 2 online experiment, with a broad sample of consumers. The results show that being specific increased the perceived credibility of green claims across a range of products, regardless of their perceived environmental relevance. Theoretical, practical, and research implications are discussed.