Examining product placement practices in green products within the framework of consumer attitude and purchasing intention

Businesses that intend to gain competitive advantage often employ various marketing strategies in order to reach target groups. One of these marketing strategies, product placement, is often utilized in visual media such as movies, TV series and TV programs in order to attract a wider consumer group. The purpose of the product placement is to influence consumer attitude and purchase intention in a positive way through visual media. In the current study, the effect of green product placement strategy on consumer attitude and consumer purchase intention was investigated. Within the scope of the research, a total of 402 randomly selected people, aged 18 and over and watching TV series were surveyed. Data for the study were collected through a questionnaire consisting of three parts: Personal Information Form, Consumer Attitude Scale towards Green Product Placement and Green Product Purchase Intent Scale. Data were analyzed with the SPSS and PLS statistical program. Frequency distributions were provided, and validity and reliability analyses and confirmatory factor analyses of the variables were conducted. The findings indicate that two dimensions of the consumer attitude towards green product placement variable, reality and response to advertisement, influence green product purchase intention. Additionally, gender was found to influence consumer attitude towards green product placement and intention to buy green products.