Green Advertising through the Eyes of the Youth: A Study on Environmentally Responsible Behaviour

Abstract

Green advertising aims to highlight environmentally friendly products or the advertiser's corporate environmental responsibility towards environment. Considering the importance that responsibility of organisations towards environment and environmental behaviour of consumers have in modern market circumstances, green advertising is a crucial theoretical and practical idea in modern advertising. The goal of undertaking present research was to know the opinion of the youth of Vadodara city regarding green advertisement and their environmentally responsible behaviour. The research was descriptive in nature. Questionnaire was prepared to collect the data using the survey approach wherein 200 youth from Vadodara City made up the study's sample, sample size, and locale. The study's conclusions demonstrated that majority of respondents (80%) were undergraduates belonging to nuclear families (78%) where only 9% of the respondents were men and 90% were women. It was also found that majority of respondents (80%) were students and television was the source of medium from which highest number of respondents heard about green advertising. Results showed that the majority (98.50%) of respondents showed most favourable opinion towards green advertisements. Majority (94%) of the respondents showed somewhat environmentally responsible behaviour. Further, the sub section “emotional response to environmental problems” (31.50%) showed highest environmentally responsible behaviour and the sub section “emotional response to environmental problems” (4.50%) again showed least environmentally responsible behaviour. The results of the study implies that targeting youth through television advertisements may be an effective strategy to garner favorable opinions and encourage environmentally responsible behavior, with a specific focus on emotional engagement with environmental problems as a key driver. Thus, green advertising is becoming a crucial component of the advertising industry to promote company’s products in an innovative way and attract customers who would eventually purchase eco-friendly goods. The long-term benefits and necessity of it will make it profitable through increased customer satisfaction, which will positively affect consumer purchasing intentions.