%0 Journal Article %A Benjamin Ganz %A Anthony Grimes %T How Claim Specificity Can Improve Claim Credibility in Green Advertising %B Measures that Can Boost Outcomes From Environmental Product Claims %D 2018 %R 10.2501/JAR-2018-001 %J Journal of Advertising Research %P 476-486 %V 58 %N 4 %X 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. %U https://www.journalofadvertisingresearch.com/content/jadvertres/58/4/476.full.pdf