Understanding the factors of green advertising to adopt the environmental strategy

Abstract

Climate change is changing weather patterns and catastrophic consequences throughout the world. To reduce the climate change issue, companies should be responsible for making sure their products does not harm to human beings and the planet. Companies are going green by introducing the environmental friendly product and promoting it through green advertising. However, companies should be able to understand consumer behavior to adapt to the environmental strategy. A study on factors of green advertising to adopt environmental strategy behaviorwas carried out among retail consumers. Indonesian retailers with environmental friendly products were selected, and 200 consumers have responded to the questionnaire. Results shows that factors of green advertising for environmental strategy behavior adaption consist of green impact, green message, green theme, green emotion, green experience, green interaction, and green claims. The three most dominant factors to increase green advertising value are green experience, green theme, and green message. This study provides the essential information for industries to engage in environmentally friendly products and to uphold environmental sustainability efforts.