A Case Study of the Effectiveness of Green Products Advertisement

There was an extensive rise in environmental awareness movements in the past decade or so and with that, companies have taken a lead role in integrating eco-friendly terms within their advertisements, this action has allowed an incredible amount of information to be into the mainstream which has resulted in causing an over-accumulation of green information from a consumer’s perspective, thus developing hesitations towards purchasing. That’s why this study goes into analyzing the different approaches which can be used to target different segments of consumers and ensure their loyalty through designing platforms depending on demographics and psychographic studies. Due to the general sense of skepticism which was born out of inaccurate cooperate behaviors, flashing green product terms through advertisements has backfired on companies, and that is mainly because companies had little knowledge of how consumers behave towards green products, and the relation of a consumer perception to factors such as having a background regarding environmental education. In order to find if green advertising is effective or not, this investigation broke down green promoting vs. non-green promotion, based on the degrees of high and low involvement items. A trial was directed utilizing commercials for a variety of brands and items. The participants were presented with green ads and non-green commercials. The gatherings indicated an arrangement of four high association items and four low association items. The gathering of high involvement items included two sorts of vehicles and two sorts of PCs. The gathering of low involvement items included two sorts of pens and two sorts of filtered water. Keywords : Green Marketing, Advertisement, Brand, Purchase.