Green advertising receptivity: An initial scale development process

Bailey, Ainsworth Anthony; Mishra, Aditya Shankar; Tiamiyu, Mojisola F.

doi:10.1080/13527266.2014.904812

Cited by 45 publications

(50 citation statements)

References 50 publications

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“…This can be done by employing an information based consumer empowerment strategy whereby marketers position green products based on fact-based environmental claims (Chen and Chang, 2012). To date, skepticism and ambivalence are the key factors that constrain the effectiveness of green advertising in enhancing green eating behaviour (Bailey, Mishra and Tiamiyu, 2014). Based on the preceding discussion, it is hypothesized that: H1: Green advertising has a positive significant influence on green eating efficacy.…”

Section: Theoretical Underpinningsmentioning

confidence: 99%

“…The study utilized a five-point Likert scale (1 strongly disagree, 5 strongly agree) for all the measurement items. Green advertising was operationalised using a 10 item-scale that was adapted from a validated scale developed by Bailey, Mishra and Tiamiyu (2014). The eco-label construct was measured using 6 Items adapted from a study conducted by Do Paco, Alves, Shiel and Filho (2014).…”

Section: Instrumentationmentioning

confidence: 99%

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The Influence of Green Marketing Tools on Green Eating Efficacy and Green Eating Behaviour

Muposhi¹,

Dhurup²

2017

JEBS

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This study employs the Legitimacy Theory and Self-efficacy Theory to examine the potential role of green marketing tools in fostering green eating behaviour. Using the mall-intercept technique at major retailers, data were collected using a self-administered questionnaire survey on South African consumers who regularly buy green products. Data analysis was conducted with the aid of the Statistical Package for the Social Sciences (SPSS) 22.0.The results indicate that South African consumers are significantly influenced by eco-labels and eco-brands when buying green products. The study, however, shows a negative relationship between green advertising and green eating efficacy. It also reveals a positive relationship between green eating efficacy and green eating behaviour. The findings of the study highlighted important implications and policy directions that marketers and policy makers may implement in order to promote green eating behaviour.

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Section: Theoretical Underpinningsmentioning

confidence: 99%

Section: Instrumentationmentioning

confidence: 99%

The Influence of Green Marketing Tools on Green Eating Efficacy and Green Eating Behaviour

Muposhi¹,

Dhurup²

2017

JEBS

View full text Add to dashboard Cite

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“…Including environmental issues in green advertising encourages sustainable behavior and fosters positive social change [3,8,36]. This study classifies consumers' impressions about the environmental aspects of advertising in two specific dimensions: the perceived environmental benefit and the perceived connectedness to nature.…”

Section: Environmental Responsementioning

confidence: 99%

“…Since the sustainable fashion movement began in the late 1990s, consumers' awareness of the ecological damage from clothing manufacturing has steadily grown [39]. This awareness has led to more purchases of sustainable apparel [3,36]. One of the ultimate goals of green advertising is to meet the expectations of consumers to preserve the environment and to promote positive awareness of ecological issues [40].…”

Section: Perceived Environmental Benefitmentioning

confidence: 99%

“…Advertising plays a major role in raising public awareness about sustainability issues and strengthening socially responsible brand images that eventually influence consumers' choices of green apparel products [1]. Recent advertising research has specifically emphasized the importance of developing the right blend of messaging in generating positive evaluations of green products and brands by consumers [2,3]. For most consumers, the decision to buy green products reflects not only environmental and social concerns, but also preferences on product attributes such as quality, price, style, and design [2,4,5].…”

Section: Introductionmentioning

confidence: 99%

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A Human-Centered Approach to Green Apparel Advertising: Decision Tree Predictive Modeling of Consumer Choice

Song

Kim

2018

Sustainability

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This study uses a human-centered approach to environmental ethics to examine which perceived factors in advertising predict consumers' intention to purchase "green", or sustainably and ethically produced, apparel. We use eight different types of green apparel advertisements to build a decision tree model to determine the most influential factors that lead to future purchases of green apparel. We classify consumers' perceptions of green advertising as either humanistic, environmental, or product-related responses and propose a conceptual framework to outline the essential elements of an effective green advertising strategy. We use a sample of 829 US consumers from the period January 2015 to December 2017 in our empirical research. Our results show that four factors, namely, perception of the apparel's quality, its uniqueness, caring, and nature connectedness, predict consumers' intention to purchase green apparel. Notably, the largest segment of consumers (36%), those who perceive high levels of apparel quality and caring in the advertising, are identified as the high-purchase group. Our findings could improve strategies in green apparel advertising by providing a new analytical approach to model consumers' behavioral intention to purchase green apparel.

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Buy green only: Interplay between green marketing, corporate social responsibility and green purchase intention; the mediating role of green brand image

et al. 2023

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Consumers around the globe are concerned about the environment and want to purchase from businesses that are more concerned about society and the environment. Therefore, businesses need to develop their image as socially responsible entities and build their green image through green marketing tactics to enhance the green purchase intentions of their consumers. The study is quantitative, and a convenience sampling technique is used to collect primary data through a self‐administered questionnaire comprised of the demographic profile of the respondents and adopted scales of all the constructs of the study. The population of the study is students of different universities in the Punjab province of Pakistan. Statistical tests are performed with the help of SPSS_v.20 and PLS_v.4 (variance based) on 782 useable responses. Green marketing (GM) and corporate social responsibility (CSR) are the independent variables, while green brand image (GBI) is mediating, and green purchase intention (GPI) is the dependent variable of the study. The results indicate that GM and CSR improved the GBI and built GPI. This study contributes to the social and environmental literature. It may help managers to formulate strategies to enhance the Green Purchase Intentions of customers by building a Green Brand Image.

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Green advertising receptivity: An initial scale development process

Cited by 45 publications

References 50 publications

The Influence of Green Marketing Tools on Green Eating Efficacy and Green Eating Behaviour

The Influence of Green Marketing Tools on Green Eating Efficacy and Green Eating Behaviour

A Human-Centered Approach to Green Apparel Advertising: Decision Tree Predictive Modeling of Consumer Choice

Buy green only: Interplay between green marketing, corporate social responsibility and green purchase intention; the mediating role of green brand image

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