The Influence of Green Advertising on Green Purchase Intention; A Study of Moped Sanitary Pad
Chapter one
Objective of the study
- To assess consumers’ awareness and perceptions of green advertising strategies employed by Moped sanitary pads.
- To Investigate the impact of various green advertising messages and campaigns on consumers’ preferences for Moped sanitary pads.
- To Identify challenges and ethical considerations associated with green advertising for eco-friendly menstrual hygiene products.
CHAPTER TWO
REVIEWED OF RELATED LITERATURE
INTRODUCTION
Environmental concerns have been on the agendas of industry and academia for more than 30 years. Recently, they have resurfaced as a top issue (Bush, 2008). Al Gore was named a runner-up in Time magazine’s Person of the Year contest after receiving the Nobel Peace Prize for his work on Global Warming and Environmental concerns (Walsh, 2007). Environmental issues also have strategic implications for organizations (Banerjee, 2002). For example, Erdman (2008) claims that eco-consciousness is now an expectation and that numerous brands across categories are in a race to see who can be “greenest.” Consumer concerns about the environment have been on the increase in recent years (Chitra, 2007). With the increasing number of “green” customers, businesses attempt to understand and respond to external pressures to improve their environmental performance (Chen, 2008). The green movement has so much momentum that the term “going green” had 15.6 million hits on Google in January 2008 (Erdman, 2008) and 31 million hits just over two months later. Marketing practitioners and academics attempt to identify and understand green consumers and their needs, and to develop market offerings that meet these needs (D’Souza et al., 2007). Green advertising first began in the 1970s when a recession led to sky-high oil prices and a focus on environmental issues. It has resurfaced now due to similar problems, with recordlevel fuel prices (Healey and Hagenbaugh, 2008). Neff and Thompson (2007) reported that packaged goods executives at the Food Marketing Institute Show agree that eco-marketing will have staying power this time around. They feel that consumers who weren’t willing to pay more for green products in the past are willing to do so now. These executives believe that support for green products from top retailers, such as WalMart, Home Depot, and Kroger Co. is making a difference in consumer attitudes. While green advertising efforts continue to grow, marketers do not have adequate tools for evaluating the success of green advertising, nor do they have sufficient tools for determining consumer’s environmental attitudes, intentions, and behaviors. Additionally, there is little consensus about the identity and nature of green consumers (Peattie, 2001).
CHAPTER THREE
RESEARCH METHODOLOGY
INTRODUCTION
In this chapter, we described the research procedure for this study. A research methodology is a research process adopted or employed to systematically and scientifically present the results of a study to the research audience viz. a vis, the study beneficiaries.
RESEARCH DESIGN
Research designs are perceived to be an overall strategy adopted by the researcher whereby different components of the study are integrated in a logical manner to effectively address a research problem. In this study, the researcher employed the survey research design. This is due to the nature of the study whereby the opinion and views of people are sampled. According to Singleton & Straits, (2009), Survey research can use quantitative research strategies (e.g., using questionnaires with numerically rated items), qualitative research strategies (e.g., using open-ended questions), or both strategies (i.e., mixed methods). As it is often used to describe and explore human behaviour, surveys are therefore frequently used in social and psychological research.
POPULATION OF THE STUDY
According to Udoyen (2019), a study population is a group of elements or individuals as the case may be, who share similar characteristics. These similar features can include location, gender, age, sex or specific interest. The emphasis on study population is that it constitutes of individuals or elements that are homogeneous in description.
This study was carried to examine The influence of green advertising on green purchase intention; a study of moped sanitary pad. to Bindazz Night form the population of the study.
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
INTRODUCTION
This chapter presents the analysis of data derived through the questionnaire and key informant interview administered on the respondents in the study area. The analysis and interpretation were derived from the findings of the study. The data analysis depicts the simple frequency and percentage of the respondents as well as interpretation of the information gathered. A total of eighty (80) questionnaires were administered to respondents of which only seventy-seven (77) were returned and validated. This was due to irregular, incomplete and inappropriate responses to some questionnaire. For this study a total of 77 was validated for the analysis.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was to The influence of green advertising on green purchase intention; a study of moped sanitary pad. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the influence of green advertising on green purchase intention; a study of moped sanitary pad
Summary
This study was on the influence of green advertising on green purchase intention; a study of moped sanitary pad. Three objectives were raised which included: To assess consumers’ awareness and perceptions of green advertising strategies employed by Moped sanitary pads, to Investigate the impact of various green advertising messages and campaigns on consumers’ preferences for Moped sanitary pads and to Identify challenges and ethical considerations associated with green advertising for eco-friendly menstrual hygiene products.. A total of 77 responses were received and validated from the enrolled participants where all respondents were drawn from Bindazz Night. Hypothesis was tested using Chi-Square statistical tool (SPSS).
Conclusion
In conclusion, the influence of green advertising on green purchase intention is a complex interplay of factors that requires a nuanced approach. Trust, message framing, and ethical considerations stand out as critical elements shaping consumer attitudes and behaviors. As businesses navigate the landscape of sustainable marketing, the key takeaway is clear: authenticity and transparency are not only ethical imperatives but also potent drivers of consumer trust and, ultimately, green purchase intention. As consumers increasingly seek environmentally responsible choices, businesses that align their advertising practices with genuine sustainability are poised to thrive in a market driven by conscientious consumerism.
Recommendation
Businesses should integrate sustainability practices throughout their entire value chain. From sourcing raw materials to production, distribution, and disposal, adopting eco-friendly practices reinforces the authenticity of green advertising claims. Communicating a holistic commitment to sustainability enhances consumer trust and supports green purchase intention.
Leverage digital platforms for targeted and impactful green advertising campaigns. Social media, in particular, provides opportunities for engaging storytelling, sharing sustainability initiatives, and interacting directly with environmentally conscious consumers. Digital strategies should align with the preferences of the target demographic and foster a sense of community around eco-friendly choices.
Focus on building long-term relationships with consumers rather than pursuing short-term gains. Sustainable business practices and consistent green advertising efforts over time contribute to the establishment of a loyal customer base committed to supporting environmentally responsible brands.
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