Does Green Advertising Matter to Purchase Intention?

Abstract

Green marketing has acquired popularity in recent years, especially during the Covid-19 pandemic. The increasing consumer fear of virus transmission caused the upsurge of health and environmental concerns. Green marketing proposes a way to satisfy customer needs and maintain the environmental sustainability. It becomes a consideration for all the companies to practice green, including the family business. Apart from pursuing profit, family businesses explore eco-friendly products because they care about their heirs. They are hoping the next generation can experience a friendly environment. Despite the great opportunities of green products, changing consumer buying behavior is not easy. The study's goal is to assess the impact of green advertising variables on green family business purchase intentions in Indonesia. Green advertising is a marketing approach that promotes environmental benefits based on consumer outlook. Green advertising elements such as claim believability, relevance, advertisement information, and attitudes toward commercials are thought to influence green product purchase intention. The results depict that all the factors significantly affect purchase intention in Indonesia green family business. According to this study, green family businesses should organize a deep dive into promotional content to sustain and strengthen the credibility of their promises. The green family business should concentrate on how the items help the buyer to make advertisements more relevant. They must also obtain favorable responses through green campaigns to raise environmental awareness and consumer participation.

Impact of Citizens’ Personal Values, Knowledge, Awareness, Informing, Advertising, and Truth of Environmental and Climate Challenges in Support of the Sustainable Development Goals

“…Although the SDGs are led by national governments, achieving the goals also requires bottom-up engagement and grassroots support from local stakeholders [1,2], as well as effective public support and active involvement [3,4]. Citizens' values and their awareness and understanding of the SDGs and sustainability can influence, or in other words have the capacity to have an effect on, this engagement, as people are more willing to accept and share information that is consistent with their own values [5] and with the way they want to receive information [6,7]. To facilitate citizens' support for the SDGs, it is crucial to examine their values, awareness, and knowledge of the SDGs, as well as how they receive information on sustainability.…”

“…As communication is the key tool to inform citizens about sustainability and mobilize them to achieve the SDGs [7,8], it is important to develop a communication strategy for the SDGs that is aligned with citizens' information and advertising reception [9,10]. It is therefore important to know how citizens want to be informed about sustainability and the SDGs in particular.…”

“…Informing citizens about sustainability challenges has both education and commercial focus. First, citizens should be informed about the implications of global sustainability and the consequences that people's actions have on the environment [7]. However, some researchers [21] emphasize the importance of positive information, such as that about the benefits of an activity, which can evoke emotional responses.…”

“…Further evidence argues that information provided from a trusted source is more likely to be incorporated into sustainable citizens' decision making [7,8], which means the key to successful sustainable advertising is credibility [28]. Claim credibility has a significant and favorable impact on purchase intent [7].…”

“…Further evidence argues that information provided from a trusted source is more likely to be incorporated into sustainable citizens' decision making [7,8], which means the key to successful sustainable advertising is credibility [28]. Claim credibility has a significant and favorable impact on purchase intent [7]. Unregulated sustainability communication and advertising efforts by companies have been shown to have a counterproductive effect, as the increasing number of sustainability claims may increase consumer skepticism toward such claims [29].…”