The Influence of Consumer Perception Towards Green Advertising on Green Purchase Intention
International Journal of Entrepreneurship & Business Environment Perspectives, Vol. 4, No. 3, pp. 1865-1873, July-September 2015
9 Pages Posted: 31 Oct 2015
Date Written: September 1, 2015
With the increase in the level of consumer awareness towards green products, “Green Marketing” has started gaining importance since 1970s but getting further momentum since last two decades. Many companies have added and/or modified their products and process in order to position themselves as Green. Marketers have directed their focus on advertising as the best communication tool for addressing their environmental concern and changing consumer perception by building green image. Hence, the effect of consumer perception on green purchase behaviour has a major role on companies‟ strategic orientation. Numbers of researches have been carried out to study the influence of perception towards green advertising on purchase intention that suggests the aspect of advertising to bank upon. The aim of this paper is to examine the influence of consumer perception towards green advertising on green purchase intention. In this study, perception of consumers towards green advertisements and purchase intention was measured using relevant variables identified from literature on Likert scale and using factor analysis the data was reduced and correlated. Multiple regression analysis was used to study the influence of perception on purchase intention. The results demonstrated that within consumer perception; environmental knowledge, company image, improved product features, and ethical impact have significant positive influences on green purchase intention while scepticism towards green claims and credibility have insignificant effect on green purchase intention. The outcome identified aspects of green advertising that marketers may use while designing advertising strategies.
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Keywords: Consumer Perception, Green Advertising, Green Purchase, Purchase Intention, Green Marketing
JEL Classification: D12, D18, D82, E21, Q56, H21, H23, Q01, Q11, Q13, Q28, M10, M14, M31, M37
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