Consumer awareness towards eco-friendly product through green advertising: Environmentally friendly strategy

Abstract

Climate change has become a controversial issue because people need to make massive lifestyle changes to mitigate global warming. Companies have started to shift their marketing strategies to increase product value and sales towards environmentally friendly strategies. Green advertising often uses. aim to raise the consumers awareness for eco-friendly products. Based on environmentally friendly products, this study focus on examining the level of consumer awareness towards eco-friendly products based on green advertising. The research is conducted among consumers who have never purchased eco-friendly products, but they have received green advertising. Data of 241 consumers are taken through questionnaires and analysed through SPSS to determine the correlation values and analysis. The finding stated that there are three factors used as samples of green impact, green message, and green theme, where the level of consumer acceptance is quite good. Furthermore, it is also known that the level of consumer awareness increases after receiving green advertising. Finding of this study is useful for industries to adopt an environmentally friendly strategy, whereby it can improve from consumer perspectives based on impact, message, and theme.

Advertising and Eco-Labels as Influencers of Eco-Consumer Attitudes and Awareness. Case Study of Ecuador

“…Hypothesis H3, which indicates that GAD influences the consumption of green products by the millennial generation, is accepted. This finding supports the idea that millennials focus their attention on advertising messages from companies about the eco-features of organic products [48,55,56]. This corroborates that consumers exposed to GAD shape their attitudes in favor of the environment [42,43].…”

“…This supports the finding that the GAD raises consumer awareness and stimulates their environmental awareness to encourage them to purchase organic products [48,50]. This finding supports the results of other research that has identified a positive relationship between green advertising and environmental awareness [37,38,55,56,66,67] and contradicts the positions of research that has determined that GAD does not stimulate the EAW of consumers who consume organic products [13,61].…”

“…That is, green advertising continues to be an element of marketing that encourages the consumption of products aligned with environmental protection [42]. This verifies the considerable evidence of the direct influence of this marketing strategy on environmentally aligned purchasing behavior [43,50,55,64], thus supporting the findings of other research that has determined the influential power of green advertising. on green purchasing behavior [40,44,48,56,65] and contradictory researchers who still question the role of GAD within organic purchasing behavior [46][47][48]53].…”

Harnessing the Market Potential of the Bamboo Industry in Central Luzon, Philippines: An Analysis of the Internal and External Environment

“…In a [33] article, 77% of respondents stated that plastic is the least environmentally friendly packaging material. Another subsector that could introduce and elevate bamboo basketry or woven products is the tourism and packaging industry.…”

Development of New Biodegradable Agar-Alginate Membranes for Food Packaging

“…This has increased the amount of non-degradable material with traces of food and created a real problem for the environment. Researchers are concerned with removing materials that are not biodegradable and replacing them by materials that are produced from proteins, polysaccharides, lipids or their blends, biomaterials, which are nontoxic and environmentally friendly [5], and that will form the matrix of films or membranes for food components.…”