Abstract
The inadequacy of information related to green purchase intention makes it essential for marketers to understand consumer behaviour towards green advertising especially in Indonesia, where the trend is still new. Acknowledging this research gap, this study aimed to investigate the influence of different green ads by testing on whether the ads generate green purchase intention by shaping advertising attitudes. In addition, the moderating role of high or low levels of the participants’ environmental concern is also taken into account. This research compares the effects of four types of advertisements: a functional green ad promoting the environmental benefits of a product, an emotional green ad employing a visual representation of pleasant natural scenery, a combined-type green ad that unites both functional and emotional attributes, and a control ad. Data collection through online questionnaires was obtained from 143 Indonesian youth and this was done by way of convenience sampling approach. Using separate univariate regression analysis, the findings of the experimental study suggest that functional, emotional and combined-type green ads all significantly enhance green purchase intention by shaping ad attitudes, where the functional ad displays itself as the most effective appeal out of the rest. These effects do depend on the participants’ level of environmental concern, shown by the significant moderating role of high environmental concern towards functional ads and the significant moderating role of low environmental concern towards emotional ads. The reason behind this research outcome is proposed to be due to the participants’ avoidance of greenwashing which the future scope can explore more about; especially for the Indonesian sample as research on green marketing in Indonesia is relatively scant compared to other Asian and Western works.
Highlights
The aim of the research was to identify what green appeals are most effective in generating green purchase intention by shaping advertising attitudes and understand the consideration of environmental concern
In order to do this, two research questions were created to provide a clear focus for the analysis: 1. What green appeal has the most positive effect to green purchase intention by shaping advertising attitudes?
In terms of answering the second research question, environmental concern does have a role in strengthening the relationship between advertising attitude and green purchase intention for the specific green ads displayed
Summary
They are more willing to purchase green products which are environmentally-friendly (Chen & Chang, 2012, 2013) Parallel to this trend, the use of environmental appeals in green advertising has been extremely popular among practitioners and marketers (Easterling, Kenworthy, & Nemzoff, 1996). The use of environmental appeals in green advertising has been extremely popular among practitioners and marketers (Easterling, Kenworthy, & Nemzoff, 1996) Research on this topic would be very useful for green marketers who are based in Indonesia, especially since Indonesian based green marketing studies are relatively scant when compared to works from other Asian countries as well as other Western works. There are only a few that analyses the Nabilla, F. / International Journal of Business and Administrative Studies 5(4) 2019
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