Title: Cultivating society's environmental concern through green advertising: an empirical analysis among Jaipur citizens

Authors: Jugal Kishor

Addresses: Department of Management, Central University of Rajasthan, Rajasthan, India

Abstract: The current study examines the society's response toward green advertising through measuring its impact on customers' intent to act for a specific brand associated with environmental concern. The contemporary research enriches the understanding of green advertising and the role of green advertising in the development of consumers' various intent toward environmental fortification. A total of 517 dataset incorporated to examine the consumers' response toward green advertising on the ground of various variables. The hypothesised model delivers the excellent fit of the dataset and results depict that consumer shared the positive intentions toward the green advertising based on the brand image, environment concern, purchase intention, claims credibility and customer relation. This research assignment verifies the role of green advertising as its effect on the consumer in educating the green concerns of the environment.

Keywords: green advertising; purchase intention; environmental concern; brand image; marketing.

DOI: 10.1504/IJBEX.2021.118179

International Journal of Business Excellence, 2021 Vol.25 No.1, pp.75 - 96

Received: 11 Apr 2019
Accepted: 07 Aug 2019
Published online: 15 Oct 2021 *

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