Consumers Attitude and Green Advertisement: An Evaluation

Abstract:     
In the world of changing business scenario, consumers interest towards protection of environment are raising dramatically and their consumption also getting change noticeably towards the protection of environment. It is evident from a study, In India around 25 percentages of the consumers prefer environmental-friendly products, and around 28 percentages may be considered as healthy conscious. The increasing awareness among the consumers towards environmental friendly-products ensures the industry to produce environmental friendly products rather than environmental harmful products. In advertising itself, there are some firms emphasizing the features of green products, for instance, surf excel advertisement for water saving, Idea mobile for tree protection through saving of paper and recently Aircel for save the tiger. In connection with these, what will be the attitude of consumers to select green products‘ In other words, what will be the impact of green advertisement on consumer buying behavior‘ With the object of identifying the solution to this problem, the study has been conducted based on the survey of 200 randomly select respondents in Tamil Nadu. The study reveals that 60 percentages of the respondents are friendly to green products, further it reveals that there is no impact of green advertisement on the consumer buying behaviour.

Number of Pages in PDF File: 6

Keywords: Consumer Attitude, Green products, Green Advertisement

JEL Classification: M37, M31

working papers series