Green Advertising Research Articles

Affirmative or negative: a study of the effectiveness of advertising sentence patterns on green advertisements

Affirmative or negative: a study of the effectiveness of advertising sentence patterns on green advertisements

THE EFFECT OF GREEN MARKETING MOTIVATION FACTORS ON CONSUMERS' PURCHASE INTENTION THROUGH THE MEDIATING ROLE OF GREEN BRAND TRUST TO COUNTER GREENWASHING

This study examines the influence of green marketing motivational factors on Algerian consumers' purchase intentions, specifically focusing on the mediating role of green brand trust in mitigating greenwashing's impact. The research, conducted in Maghnia, a city on the western border of Algeria, surveyed 262 consumers using a structured questionnaire. Analyzing the data using Partial Least Squares Structural Equation Modeling (PLS-SEM), the study reveals that green brand trust acts as a critical mediator between green marketing factors and purchase intentions. It finds that positive reception of green advertising and a strong green brand image significantly enhance green brand trust, which in turn, strongly influences consumers' intentions to purchase green products. Further analysis demonstrates that while non-deception and transparency do not directly impact green brand trust, they act as important moderators, enhancing the link between green advertising reception and trust. Notably, the study highlights the pervasive issue of greenwashing in Algeria, demonstrating how misleading environmental claims undermine consumer trust and purchase intentions. The study underscores the need for companies to prioritize genuine environmental efforts and ethical marketing practices to build lasting consumer relationships. Furthermore, the research emphasizes the importance of promoting environmental awareness among consumers through education programs and awareness campaigns, as well as strengthening environmental legislation to prevent deceptive practices. By understanding the complex relationship between green marketing factors, green brand trust, and purchase intentions, this study offers valuable insights for developing sustainable consumption patterns in developing economies while mitigating the negative effects of greenwashing.

The Influence of Green Advertising and Emotional Factors on Green Consumption

The advanced ideas concerning the protection of the environment, the principles of sustainable consumption have underscored the importance of emotions in consumers actions. This essay looks at the effect of green ads and emotions on green purchasing with the aim of improving the application of marketing strategies in sustainability. The emphasis is made on the interdisciplinary framework that examines the connection between green ads and emotional appeals triggering consumers green purchase intentions. The information gathered about the green advertising and the analysis of impact of emotional variables on consuming eco-products is provided through the literature review. The result also suggests that green advertising, green consumption and emotional factors are highly correlated. Positive emotions affect consumer responses and enhance communications leading to making higher purchase of green products through advertising. The use of appeals in green advertising is helpful in the encouragement of green consumption. Future research should incorporate long-term analyses and cross-cultural research to gain a better understanding of the role of affect in green purchasing decisions.

The influence of message frame and product type on green consumer purchase decisions : an ERPs study

Green consumption is a crucial pathway towards achieving global sustainability goals. Product-oriented green advertisements can effectively stimulate consumers’ latent needs and convert them into eventual purchasing intentions and behaviors, thereby promoting green consumption. Given that neuromarketing methods facilitate the understanding of consumers’ decision-making processes, this study combines prospect theory and need fulfillment theory, employing event-related potentials (ERPs) as measures to explore changes in consumers’ cognitive resources and emotional arousal levels when confronted with green products and advertising information. This enables inference regarding consumers’ acceptance of purchasing and their psychological processes. Behavioral results indicated that message framing influences consumers’ purchases, with consumers consuming more green in response to negatively framed advertisements. EEG results indicated that matching positive framing with utilitarian green products was effective in increasing consumers’ cognitive attention in the early cognitive stage. In the late stage of cognition negative frames stimulated consumers’ mood swings more, and the influence of product type depended on the role of message frames, and the consumption motivation induced by the product, whose influence was overridden by external evaluations such as message frames. These research findings provide an explanation for the impact of frame information on consumers’ purchasing decisions at different stages, assisting marketers in devising diverse promotional strategies based on product characteristics to foster the development and practice of green consumption. This will further embed the concept of green consumption advocated by organizations such as the United Nations Environment Programme (UNEP), World Wildlife Fund (WWF), and Greenpeace into the public consciousness.

Exploring the Role of Green Advertising in Shaping Generation Z’s Purchase Intentions for GESITS Electric Motorbikes: A TPB Perspective in JABODETABEK Area

Exploring the Role of Green Advertising in Shaping Generation Z’s Purchase Intentions for GESITS Electric Motorbikes: A TPB Perspective in JABODETABEK Area

Green Marketing: The Impact of Green Advertising on Consumer Purchasing Behavior

Green Marketing: The Impact of Green Advertising on Consumer Purchasing Behavior

Impact of Green Advertising and Packaging on Purchase Decisions via Green Perceived Value

This study seeks to explore the impact of green advertising, eco-friendly packaging, and perceived green value on consumer purchasing decisions within the beverage industry, particularly in the bubble tea sector. Most bubble tea beverages are served in disposable plastic cups, lids, and straws, contributing to the accumulation of waste in Indonesia. Observing this issue, the Indonesian public has begun to feel a sense of guilt associated with the use of plastic packaging and prefers brands that incorporate sustainability in their packaging. Consequently, Chatime has initiated the implementation of green marketing by introducing the Eco Cup as an environmentally friendly alternative beverage packaging made from paper. Chatime promotes its Eco Cup to consumers through green advertising on Instagram. This study employs the SOR theory to explain how green advertising and green packaging serve as stimuli that partially influence green perceived value (the organism), ultimately leading to purchase decisions .(the response). Using a quantitative approach with a survey method, questionnaires were distributed to 400 respondents. The findings indicate that while green perceived value has an indirect impact, the direct influence of green advertising and green packaging on purchase decisions is more significant. The indirect effect of green packaging on purchase decisions through green perceived value is notable, as is the direct influence of green packaging on both green perceived value and purchase decisions. Green packaging plays a crucial role in shaping positive perceptions before individuals make a purchase

The Influence of Biospheric Values and Green Advertising on Green Product Purchase Intention with Green Product Values as Intervening

This research discusses the influence of Biospheric Values and Green Advertising on Green Product Purchase Intention, with Green Product Values as an intervening variable. Data for this research were collected using a quantitative approach with a questionnaire method. The data used were primary data from the responses of 110 residents in the Special Region of Yogyakarta selected through purposive sampling. Data collection was measured using a Likert scale and then analyzed using PLS in SMART PLS 3.0 software. The results of the study indicate that 1) Biospheric Values directly and significantly influence Green Product Purchase Intention, 2) Green Advertising directly and significantly influences Green Product Purchase Intention, 3) Green Product Values can act as an intervening variable in the positive and significant influence of Biospheric Values on Green Product Purchase Intention, 4) Green Product Values can act as an intervening variable in the positive and significant influence of Green Advertising on Green Product Purchase Intention.

Green Advertising Effectiveness: Brand Image and Green Trust Among Generation Y and Z

Green Advertising Effectiveness: Brand Image and Green Trust Among Generation Y and Z

The mediating role of attitude and environmental awareness in the influence of green advertising and eco-labels on green purchasing behaviors

Purpose This study aims to identify whether green advertising and eco-labels influence the purchasing behaviors of organic products or whether the influence of such behaviors is presented through the mediating effect of the attitude and environmental awareness of millennials. Design/methodology/approach This study used a quantitative, correlational and cross-sectional design. A total of 430 millennials participated in the study. The questionnaire consisted of 20 questions, distributed across five variables. It was applied to people outside shopping centers in the city of Quito and Guayaquil, Ecuador. The results were subjected to statistical tests to determine the internal consistency of the instrument. The convergent and discriminant validity of the research model was verified through confirmatory factor analysis and structural equation modeling. SPSS 20 and AMOS 24 were used for statistical analyses. Findings The study identified that attitude and environmental awareness mediate the relationship between green advertising and green purchasing behaviors, as well as the relationship between eco-labels and green purchasing behaviors. Furthermore, it has been proven that green advertising directly influences the green purchasing behaviors of organic products among millennials, whereas eco-labels do not. Originality/value This study is among the initial investigations to delineate the connection between elements of green marketing and the buying patterns of organic goods among millennials in an emerging economy. The study provides answers to earlier scholarly inquiries that proposed examining the correlation among the constituents of the theorized framework.

Customer’s perception towards green marketing in Kathmandu Valley

This study examines the factors influencing customer perception towards green marketing in Kathmandu Valley. Customer’s perception is the dependent variable. The selected independent variables are eco-brand, eco-labeling, green advertisement, green packaging, environmental awareness and green product value. The primary source of data is used to assess the opinions of the respondents regarding customer’s perception towards green marketing in Kathmandu Valley. The study is based on primary data with 143 respondents. To achieve the purpose of the study, structured questionnaire is prepared. The correlation coefficients and regression models are estimated to test the significance and importance of eco-brand, eco-labeling, green advertisement, green packaging, environmental awareness and green product value on customer’s perception towards green marketing in Kathmandu Valley. This results showed that green packaging has a positive impact on customer’s perception towards green marketing. This indicates that green packaging of products stimulates the customer’s perception towards green marketing. Likewise, eco-labelling has a positive impact on customer’s perception for green marketing. It indicates that increase in eco- labeling directs customer’s perception towards green marketing. Furthermore, green product value has a positive impact on customer’s perception for green marketing. It reveals that green product value stimulates customer’s perception towards green marketing. Similarly, green advertisement has a positive impact on customer’s perception for green marketing. It means that green advertisement drives customer’s perception for green marketing. Similarly, eco-brand has a positive impact on customer’s perception towards green marketing. It means that eco-brand stimulates customer’s perception towards green marketing. In addition, environmental awareness has a positive impact on customer’s perception for green marketing. It means that products concerning environmental awareness drives customer’s perception towards green marketing.

Harnessing green purchase intention of generation Z consumers through green marketing strategies

AbstractDrawing on value‐belief‐norm theory and the theory of planned behavior, this study examines the gap between the application of green marketing strategies and their effectiveness in harnessing green purchase intentions through green attitudes and the use of generative artificial intelligence (AI) by Generation Z consumers. This study explores a mediated moderating model using partial least squares structural equation modeling with data collected from 357 randomly selected Generation Z consumers. The results reveal that among three green marketing strategies—green advertising, green labeling, and green packaging—only green packaging has a direct and positive influence on purchase intention, while the others do not. Moreover, green attitude has been found to be a positive and significant mediator in the relationship between green marketing strategies and purchase intention. This suggests that green marketing strategies cannot directly spark green purchase intentions; instead, the effectiveness of these depends on intervening variables like green attitude. Furthermore, the study also shows that the use of generative AI by young consumers enhances the positive role of green attitude toward purchase intention. Based on the findings, implications for theory and practice are provided, followed by arguments on research limitations and directions for future studies.

Relationship between Green Advertising Receptivity and Consumer Intention to Purchase Eco- labeled Product: Role of Trust as a Mediator

Relationship between Green Advertising Receptivity and Consumer Intention to Purchase Eco- labeled Product: Role of Trust as a Mediator

The Influence of Green Products on Green Repurchase Intention Through Green Advertising

Starbucks as a coffee shop retail company implements green products by launching several initiatives to reduce the environmental impact by using tumblrs and straws made of paper as well as carrying out green advertising.to increase public awareness of caring for environmental sustainability. This research aims to analyze the influence of green products on green repurchase intention through green advertising. The number of samples used was 100 people. The research method used is quantitative. The data analysis techniques used in this research are Validity Test, Reliability Test, Classical Assumption Test, Path Analysis, Sobel Test and VAF Test. From the research results it can be seen that green products have a positive and significant effect on repurchase intention, green products have a positive and significant effect on green advertising, green advertising has a positive and significant effect on repurchase intention and green advertising is able to mediate the influence of green products on repurchase intention. The results of this research can contribute to Starbucks Badung Regency by providing environmentally friendly information or logos on each product offered to consumers. In making advertisements, always add environmentally friendly elements, offering environmentally friendly products of good quality.

Effect of Green Packaging, Green Supply Chain, and Green Advertising on Competitive Advantage to Business Performance of Thailand's Pharmaceutical Firms

Effect of Green Packaging, Green Supply Chain, and Green Advertising on Competitive Advantage to Business Performance of Thailand's Pharmaceutical Firms

Sustainability communication in marketing: a literature review

Purpose This study aims to explore the foundations and current research streams of sustainability communication (SC) within the marketing field through a comprehensive analysis of the existing literature. Furthermore, it identifies promising areas, gaps, and guides for future contributions in SC literature. Design/methodology/approach This study relies on a sample of 103 articles published in high-ranked marketing journals. Through co-citation and qualitative thematic analyses, it examines a network over the foundations and central themes in current literature. Findings In the marketing field, the foundations of SC rest on institutional and stakeholder theories, corporate social responsibility (CSR) communication and its effectiveness, green advertising, ethical consumerism and marketing strategies, and social marketing for sustainable consumption. Additionally, the analysis reveals four core current themes: reporting sustainability, sustainability advertising, consumer reactions, and promoting pro-sustainable behaviour. Research limitations/implications This paper defines the foundations and boundaries of SC in marketing based on a comprehensive evaluation of existing research. By doing so, it offers a valuable reference for future research, enabling scholars to understand better the past and current state of SC in marketing and to identify areas for further investigation. Practical implications Businesses and marketers can use the findings to develop more effective SC strategies and to focus on the main topics that require their attention. Social implications This research is of societal importance because it deepens our understanding of SC in marketing. It illuminates uncharted territory and helps decision-makers across sectors create a more sustainable future. In essence, this research enriches society by promoting sustainability awareness and guiding the development of practices that emphasize the value of SC. Originality/value This study advances previous literature reviews on SC in the marketing field by providing a roadmap for researchers to delve deeper and contribute to the field of SC in marketing, advancing our understanding of the importance of organizations effectively communicating their sustainability strategies to stakeholders.

Anteseden Consumer Buying Behavior

This research aims to analyze the consumer buying behavior consequential variables consisting of, Ecolabeling, Green Branding, Green Advertising, Environmental Knowledge, and Green Consumption. The sampling method used is non-probability sampling with purposive sampling technique. A total of 200 respondents had purchased or knew about environmentally friendly products and had ecolabeling labels. Data was collected through a cross-sectional questionnaire. Then the data was analyzed using SEM Structure Equation Modeling. The results of hypothesis testing show that there is a positive influence of Ecolabeling, Green Advertising, Green Branding, Environmental Knowledge, Green Consumption on Consumer Buying Behavior. The results of this research can provide input for entrepreneurs or companies that make environmentally friendly electronic products to further increase their green marketing and also product sales.

Effects of information asymmetry on green advertising for remanufacturing within a closed-loop supply chain

Manufacturers invest in Green Advertising for Remanufacturing (GAR) to attract consumers by promoting the eco-friendly benefits of their remanufacturing. Despite this, the production of remanufactured products is often influenced by Third-Party Collectors (3PCs) which handle the collection of used products. Unfortunately, market responsiveness to GAR levels is undisclosed due to proprietary information, which leaves 3PCs to unreasonably set pricing and collection quantities, potentially leading to profit loss. To explore how a two-part tariff (TPT) contract menu facilitates 3PCs in acquiring information regarding the manufacturer’s GAR effectiveness, a closed-loop supply chain comprising one manufacturer and one 3PC is taken into consideration. The optimal decisions are analyzed in three distinct decision-making scenarios: the centralized scenario, the complete information scenario, and the asymmetric information scenario. The research findings suggest that in the presence of information asymmetry, manufacturers with high GAR effectiveness (H-type manufacturers) are inclined to masquerade as manufacturers with low GAR effectiveness (L-type manufacturers). Consequently, H-type manufacturers gain additional profits due to information asymmetry. However, for the 3PC, information asymmetry leads to reduced expected profit when the manufacturer has high GAR effectiveness and increased expected profit when the manufacturer has low GAR effectiveness. Finally, our analysis demonstrates that information asymmetry does not consistently hurt consumer surplus.

Sustainable Brand Advertising—The Green Advertising for Generation Z, a Qualitative LRSB Analyze

Advertising has been one of brands’ main allies in successfully promoting their products and services, creating trends and changing consumer mindsets, which allows them to increase sales and consequently achieve commercial success. The advertising medium has been evolving, increasingly encompassing new technologies as well as expanding its areas of intervention. This research article uses the Systematic Bibliometric Literature Review methodology, and its main objective is to clarify the state of the art regarding advertising and sustainability, since if advertising is one of the main allies for the success of brands, sustainability has become one of its main strategies. The starting question is whether advertising has been used to communicate sustainability. The methodology used in this study is a systematic bibliometric literature review (LRSB) to collect, analyze and synthesize data on advertising and sustainability, and covers a period of publications from the year 2007 to 2024, with the support of visual maps of the research indexed in the Scopus Database, created with VOSViewer. The aim was to give an overview of the studies published in this scientific area. The qualitative results of the analysis suggest that the theme of sustainability has been studied and associated with brands and sectors of activity such as luxury brands. The analysis leads to the suggestion of a reduced connection between sustainability and advertising, with studies on “green advertising” being mentioned, which allows us to affirm that this is an area that requires more in-depth studies, despite the fact that these initial results, on the one hand, help professionals in the field of digital marketing to make decisions, as well as clarifying the topic from a research point of view.

A REVIEW OF GREEN ADVERTISING PRACTICES: INSIGHTS FROM INDIAN BRANDS

This paper explores the new promotional strategy ‘Green Advertising’ which take hype in the world of sustainability. This promotional strategy aimed to promote goods and services with the eco-friendly features. Nowadays, this concept gained significant attention all over the world as the environmental concerns increased drastically. This paper attempts to understand the concept of Green Advertising along with this it also investigated the brands who adapted this strategy to enhance their brand image. The findings also give the overall view point to handle and grow business with this promotional strategy. The review analyzed findings from the relevant literature to provide insights about the effectiveness of Green Advertising and its challenges in the realm of India.