The awareness of environmentally friendly products: The impact of green advertising and green brand image

Abstract

Nowadays, customer awareness on environment friendly products is getting improved and there is an increase trend on green marketing strategy. The carried-out strategy has an objective of improving the customer care and purchasing intention on environment friendly products. Reviewing the issue of customer behavior, this study aims to review the correlation among green advertising, green brand image and customer green awareness on environment friendly products and their impacts to purchase intention. The study was conducted through a survey among 102 customers of Supermarket in Bandung City who have experience on friendly products. Data from the customers were obtained through a questionnaire, tabulated and processed by path analysis using SmartPLS. In order to emphasize research result, the research hypothesis test was conducted. Research finding explains that green advertising was assessed to be important by the customer and it can improve the customers' green awareness. On the other hand, it is stated that there was an impact of green awareness on improving customer purchasing intention on the environmentally friendly product. This study is useful for the supermarket in Indonesia particularly in understanding customer behavior to the environmentally friendly product. So, the implementation of the marketing strategy is more precise. Besides, this study can be an input for the Indonesian Government in implementing a regulation associated with the global warming issue through research on environmental friendly product.

Green Marketing: Strengthen the Brand Image and Increase the Consumers’ Purchase Decision

“…In general, the awareness of a green product will strengthening the company brand image through advertising (Alamsyah et al, 2020). In the same words come from Gregory et al (2017), customers will be pay more for the environment friendly product.…”

The Empirical Analysis of Green Innovation for Fashion Brands, Perceived Value and Green Purchase Intention—Mediating and Moderating Effects

“…This kind of brand has environmental protection and green certification (if the product has a recyclable mark) [30,43,[56][57][58][59] Green logo IGI2…”

Customer Behavior of Green Advertising: Confirmatory Factor Analysis

“…The previous concept states that "green advertising are advertisements that promote products, services, ideas or organizations' ability to help or reduce environmental harm" [5]. There are two elements discussed in green advertising, namely education on products or services and a positive impact on the environment [1]. The implementation of green advertising for companies is considered successful if it can provide a company's environmental image.…”

“…Green advertising can give impacts on customer behavior by providing the assumptions and responses to environmental sustainability [1], [5]. In this case, customers of products and services offered by the company certainly need to understand the advantages and disadvantages of products they will choose, particularly for products that have a positive impact on the environment.…”

“…Customer behavior has led to environmental sustainability; it is assessed from the increasing level of customer awareness of companies' environmental-friendly products [1]. This phenomenon provides opportunities for companies to adopt environmental-based advertising [2].…”