Abstract
The purpose of this article is to find out the green advertising factors affecting purchase intention literature, and then to develop a simpler and more precise model of purchase intention. In this article, green advertising is taken as the instrument of measuring difference in purchase intention for metro and non-metro consumers. It is obviously hypothesized that metro and non-metro customers exhibit different degree of purchase intention for eight variables taken in the present study. The conceptual framework of factors affecting customer attitude—including credibility, consumers’ trust, viewers’ attitudes, brand image, the media, green education, reference group influence and perceived effectiveness of environmental behaviour—is developed by examining the theoretical foundation for general products and services. Linear regression and the z-test method were used to measure the impact of these attributes of green advertisement on purchase intention and difference in metro and non-metro customers, respectively. Results show that the purchase intention develops through the dimensions of green advertising, such as viewers’ attitudes, brand image, the media, green education, reference group influence and perceived effectiveness of environmental behaviour; these have a significant difference in these two regions and purchase intention based on credibility and consumers’ trust have no significant difference. Regression results establish a significant positive linear relationship between green advertising and purchase intention variables taken for the study in both the region. The article proposes a conceptual framework of green advertising factors affecting purchase intention. Results on difference of the green advertisement lead to purchase intention in metro and non-metro customers and linear impact of the same on purchase intention will help marketers, academicians and strategists in better understanding of these markets in formulation of better policies.
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