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Abstract
Indian advertising industry has dramatically developed as consumers concern over the impact of environmental degradation on their lives and interests which result in a significant sale of green products. This study aims to explore how green advertising affects consumers purchase intention of green products. The data were collected from students studying in Management Institute. The research findings reveal that consumer attitude toward green advertising significantly influences consumer purchase intention of green products.
Keywords: Green Marketing, Green Advertising, Purchase Intention, Consumer Behavior, Environmental Advertising.
Introduction
From the beginning of 1970s, a significant amount of research has been conducted on consumer purchase behavior for environmentally friendly products. Many variables were shown across the globe to drive consumer choice in regards to purchasing environmentally friendly products. The growing social and regulatory concerns for the environment lead to an increasing number of companies to consider green issues as a major source of strategic change. In the last decade, consumers have become more enlightened on environmental issues.
The most effective tool that the marketers and advertisers often use to get consumers attention is advertising which helps consumers' to elaborate their knowledge about product attributes and specification.4 Zinkhan and Carlson15 defined green advertising as the appeals that try to fulfill consumers' needs and aspiration regarding environmental concern and health issues from different perspectives including ecology, sustainability and pollution-free messages. Many scholars have engaged themselves in the study of how green message can affect the audience and the organizations that are looking forward to invest more in advertising campaigns by injecting environmental claim.
Green Advertising: Zinkhan and Carlson15 defined green advertising as "promotional messages that may appeal to the needs and desires of environmentally concerned consumers." Green advertising can be seen as any advertisement that may explicitly or implicitly address the relationship between a product and the biophysical environment.2 Green advertising promotes products, services, ideas or organizations' ability to help or reduce environmental harm.
There are various dimensions in green advertising: One is education-focused which aims to enhance consumers understanding towards the nature and environment; another is commercial-focused which is designed to increase the sales of products or services; some concern about the improvement and enhancement of firm's green image in order to generate long-term customer loyalty.2
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