Consumer awareness towards eco-friendly product through green advertising: Environmentally friendly strategy

Abstract

Climate change has become a controversial issue because people need to make massive lifestyle changes to mitigate global warming. Companies have started to shift their marketing strategies to increase product value and sales towards environmentally friendly strategies. Green advertising often uses. aim to raise the consumers awareness for eco-friendly products. Based on environmentally friendly products, this study focus on examining the level of consumer awareness towards eco-friendly products based on green advertising. The research is conducted among consumers who have never purchased eco-friendly products, but they have received green advertising. Data of 241 consumers are taken through questionnaires and analysed through SPSS to determine the correlation values and analysis. The finding stated that there are three factors used as samples of green impact, green message, and green theme, where the level of consumer acceptance is quite good. Furthermore, it is also known that the level of consumer awareness increases after receiving green advertising. Finding of this study is useful for industries to adopt an environmentally friendly strategy, whereby it can improve from consumer perspectives based on impact, message, and theme.