DETERMINING the IMPACT of CONTENT-BASED "GREEN" CLAIMS in the LIFESTYLE HEALTH PRODUCT ADVERTISEMENT on YOUNG CONSUMER'S ENVIRONMENTAL BEHAVIOUR

Abstract

Green environment-friendly products have made huge noise among customers. As there is high awareness among customers regarding environmentally friendly products, their preferences have also shifted from conventional products to environmentally friendly green products. This has proved as an incentive to the marketers and advertisers to sell their products by proclaiming green claims and advertising these products under so-called “green” products. The present study is aimed at determining the impact of content-based advertisements that proclaim “green claims” in the lifestyle health product category on the young consumer's environmental behavior. The study conducted a survey method to gain insight into their views regarding the same. The totality of the study outlines that young consumers are fully aware of the fact that not all green claims made by the advertisements are valid and they proclaim such claims for manipulating the preferences of the consumers for conventional products.