From Aisles to Ethics: Investigating the Role of Green Advertising in Shaping Consumer Behavior

Abstract

Green advertising has piqued the attention of scholars as consumers and business organizations have become more concerned about environmental protection and green practices in recent years. However, many customers consider that there is a general lack of confidence and trust in advertising, particularly when it comes to environmental needs. Therefore, this study aimed to investigate the effects of green advertising (Green messages, eco-labeling, and environmental claims) on consumer purchase behavior of supermarket shoppers in Akure south local government, Ondo state. The study adopted a cross-sectional research design, while a simple random sampling technique was used to select one hundred and eighty-five (185) respondents. Descriptive and inferential statistics were employed for the analysis of data collected through the administration of a five-point Likert scale questionnaire. The findings revealed green messages, eco-labeling, and environmental claims have significant effects on consumer purchase behavior. The study concluded that green advertising had a significant effect on consumer purchase behavior. The study recommended that companies should incorporate green messages and obtain recognized eco-label certifications to attract environmentally conscious consumers and gain a competitive edge.