A study of green advertising and its impact on consumer purchase intention

Abstract

Green Advertising is the advertising of products that are presumed to be environmentally preferable to others. Green advertising incorporates a broad range of activities for modifying advertising. Green, environmental and eco-marketing are part of the new advertising approaches which do not just focus, adjust or enhance existing advertising thinking and practice, but seek to challenge those approaches and provide a substantially different perspective. Green Advertising is a specific type of advertising that is centered around the promotion of factors related to the environment. It is helping in not only selling the products but also selling the products with a protection cover to both consumers and environment. For the purpose of study there are certain factors that are studied affecting consumer attitude including credibility, consumers trust, viewers attitude, brand image, the media and green education. This paper attempts to find out the Green Advertising factors affecting consumers purchase intentions. The outcome of the paper will help to develop a simpler and more precise model of purchase intention of consumers.