Customer Perception of Green Advertising in The Context of Eco-Friendly FMCGs

Hassan, Rumman; Valenzuela, Fredy

doi:10.7903/cmr.14796

Cited by 11 publications

(8 citation statements)

References 20 publications

(7 reference statements)

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“…This is a qualitative research, which focuses on the experiences of individuals and the meanings that are attached to these experiences, in particular, the way in which the individual understands experiences and interprets the social world (Creswell et al , 2007). The qualitative approach permits participants in a study to address a topic or phenomenon in their own terms rather than within a framework constructed by the researcher (Hollensbe et al , 2008). Qualitative methods are particularly effective in providing insights into sense-making of the world and provide valuable insights via encouraging people to reflect on lived experiences (Luzio and Lemke, 2013).…”

Section: Methodsmentioning

confidence: 99%

Intrinsic and extrinsic attributes that drive Muslim consumer purchase behavior

Bukhari

Woodside

Hassan

et al. 2020

JIMA

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Purpose The purpose of this paper is to investigate the key attributes that drive Muslim consumer purchase behavior in the context of imported Western food in Pakistan. Design/methodology/approach In-depth, semi-structured interviews were used as a data collection tool. In this research, the in-depth interview data were analysed by using the manual content analysis (MCA) technique. Moreover, Leximancer software was used to reanalyse the data to enhance the trustworthiness of the MCA results. A total sample of 43 Muslim consumers from three metropolitan cities in Pakistan participated in the research. The sample comprises professionals, housewives and both college and university students. Findings Muslim consumers in Pakistan look at both the intrinsic and extrinsic attributes when purchasing imported Western food. The ruling factors explored were product taste, ingredients, freshness, hygiene, brand name and overall product quality. However, product packaging and labeling also play a significant role. Participants were of the view that imported Western food provides a better, unique consumption experience and an opportunity to choose from a wide variety of food options. Interestingly, interview findings reveal that Western food product attributes surpass the Islamic concept of moderate spending, thus convincing Muslim consumers to engage in the consumption of imported Western food. Social implications The presence of imported Western food may improve quality of life by having more opportunities and healthier options for the nation. If the Western food products are stamped Halal or made with Halal ingredients the product has a fair chance of adoption and penetration in the society. Further, it may result in overall health improvements within the society, which is already a major concern in the Pakistani consumer market. Also, food products coming from the Western world induces mindfulness; people are more aware about innovative and useful ingredients that can satisfy their taste buds. Originality/value This paper found that Pakistani Muslim consumers are not really concerned about the Islamic concept of moderate spending, and thus, established that Pakistani Muslim consumers are more concerned about product value rather than their Islamic teaching of moderate spending. From a population, with 97 per cent Muslim majority, product packaging and labeling were found to be a dominant and deciding factor, which, in itself, is an interesting finding. Further, established Western brand names help Muslim consumers to recognize products and plays a vital role in their purchase decisions. However, within product labeling, the element of halal ingredients was found to be a deciding factor, but not a leading factor, in purchase decisions.

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Section: Methodsmentioning

confidence: 99%

Intrinsic and extrinsic attributes that drive Muslim consumer purchase behavior

Bukhari

Woodside

Hassan

et al. 2020

JIMA

Self Cite

View full text Add to dashboard Cite

show abstract

“…The key aim of the investigator was to encourage respondents to disclose their insights to enhance the reliability of the interview process and the importance of the data result. Regardless of the relaxed style, semi-structured questions permit the researcher to uphold emphasis on the subject at a suitable pace during the course of the interview discussions (Hassan and Valenzuela, 2016). All interviews were recorded using a cell phone recorder.…”

Section: Methodsmentioning

confidence: 99%

Is religiosity an important consideration in Muslim consumer behavior

Bukhari

Woodside

Hassan

et al. 2019

JIMA

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Purpose This study aims to explore whether religiosity influences consumer purchase behavior among Muslim consumers in Pakistan. Design/methodology/approach An in-depth, semi-structured interview protocol was developed and administered to a sample of 90 participants, both male and female, across eight metropolitan cities of Pakistan. Professionals, university students and housewives were part of the sample. NVivo Version 11 was used for data analysis to answer the research questions raised in this study. Moreover, the purposive sampling method has been used in this research. Findings The behavior of consumers was found to vary with the degree of involvement and the degree of religiosity. Study findings are divided into three themes. Firstly, a high level of religiosity makes Muslim consumers follow the Islamic principles of food consumption, by evaluating the product ingredients, spending moderately and verifying a halal logo at the time of purchase. Secondly, a major theme is the view that religiosity has no influence on food consumption; it is more about individuals’ needs and priorities. Finally, the consumers’ overall perception of quality, product value, purity and health consciousness over-powers the concept of religiosity. Research limitations/implications Because of its qualitative and exploratory nature, the generalizability of this paper is limited. In addition to that, this research is just focused on one Muslim country. Practical implications This study suggests that western food exporters may use religiosity and other factors as probable segmentation variables to effectively position their brands. Religious images and other factors may be highlighted in product packaging and communication campaigns by marketers to gain recognition and usage of western food and consumption among religious, Pakistani Muslim consumers. The output of this research may support prospective entrants into the food business; those interested in exploring the Asian consumer market. Findings from this study may also be helpful for those in the west interested in exploring Pakistan as an emerging consumer market. Social implications The presence of western imported food may improve the quality of life by having more opportunities and healthier options for the nation. Western food products can also bring cultural convergence whereby the underdeveloped nation feels upgraded and modern. Moreover, if the western food products are certified halal, the product has a fair chance of adoption and penetration in the society. Also, the food products coming from the western world induces mindfulness, people are more aware about innovative and useful ingredients that can satisfy their taste buds, improve their health, increase their life expectancy and contented approach toward life. Originality/value Thus far, limited research has analyzed religiosity of an overwhelmingly Muslim population and its impact on consumer behavior. This study is a preliminary effort to provide a basic understanding of the behavior of Pakistani Muslims, who have been insufficiently investigated by marketing and consumer researchers. The intriguing results are to remind marketers that there are several factors that govern religiosity and lead to a purchase decision.

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“…This is in agreement with a study by Khandelwal & Bajpai (2011) where no significant linear impact was found between attitudes towards green ads and purchase intention for green products. A low percentage of customers (29.6%) reported the influence of ads regarding eco-friendly products in a study investigating the relationship between customer trust and green ads (Hassan & Valenzuela, 2016). In the same study, only 15% of respondents developed complete trust of the aforementioned ads and the conveyed messages.…”

Section: Discussionmentioning

confidence: 93%

Examining the mediating role of celebrity endorsement in green advertisements to improve the intention of Egyptian Millennials towards environmental behaviours in tourist destinations

Kamel

2020

TMS, Tour Manage Stud

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Celebrity-endorsed advertisements have a powerful influence, especially on young generations like millennials. At the same time, green advertising is a growing trend used by many destinations and organisations for environmental protection initiatives. Celebrity endorsement in green advertisement could be a viable solution for many marketers in tourist destinations to engage and support millennials to be eco-friendly during their travels. Hence, the purpose of this study is to investigate the mediating role of using celebrities as endorsers in green ads to influence the intention of Egyptian millennials towards environmental behaviours in tourist destinations. Descriptive analysis, Structural Equation Modelling (SEM) and Confirmatory Factor Analysis (CFA) have been carried out using SPSS and Amos to address the objectives of this study. Results show that celebrity endorsement mediates the relationship between green advertisements and the intentions of millennials to behave in a sustainable way in tourist destinations. This study makes the first attempt to provide evidence of how celebrities can be employed as a mediating variable in green advertisements to motivate Egyptian millennials to be environmentally responsible.

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Customer Perception of Green Advertising in The Context of Eco-Friendly FMCGs

Cited by 11 publications

References 20 publications

Intrinsic and extrinsic attributes that drive Muslim consumer purchase behavior

Intrinsic and extrinsic attributes that drive Muslim consumer purchase behavior

Is religiosity an important consideration in Muslim consumer behavior

Examining the mediating role of celebrity endorsement in green advertisements to improve the intention of Egyptian Millennials towards environmental behaviours in tourist destinations

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