The Influence of Green Advertising on Green Purchase Intention; a Study of Moped Sanitary Pad
Abstract
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).
Chapter one
Introduction
Background of the study
In recent years, environmental sustainability has become a focal point in consumer consciousness, prompting businesses to adopt eco-friendly practices. Green advertising, as a subset of marketing communication, plays a pivotal role in shaping consumers’ perceptions and intentions towards environmentally friendly products. This study explore the existing literature on the influence of green advertising on green purchase intention, drawing insights from various studies.
Green advertising refers to promotional activities that emphasize the environmental attributes of a product or company. Such advertisements aim to create awareness, enhance brand image, and influence consumers’ attitudes and behaviors towards environmentally responsible choices (Peattie & Peattie, 2003).
Several theoretical frameworks underpin the study of the influence of green advertising on green purchase intention. The Theory of Planned Behavior (Ajzen, 1991) and the Value-Belief-Norm (VBN) Theory (Stern, 2000) are commonly employed to understand how attitudes, subjective norms, and perceived behavioral control impact consumers’ intentions to engage in environmentally friendly behaviors.
Trust is a crucial factor in consumer decision-making, especially in the context of environmentally conscious purchases. Research suggests that transparent and credible green advertising fosters trust among consumers (Jin & Kang, 2018). When consumers trust the information presented in green advertisements, they are more likely to develop positive attitudes towards eco-friendly products and express a higher intention to purchase them.
The framing of messages in green advertising significantly influences consumers’ perceptions and intentions. Positive framing, emphasizing the benefits of choosing environmentally friendly products, has been shown to enhance green purchase intentions (Chan & Lau, 2014). On the other hand, negative framing, highlighting the consequences of not choosing green options, can also be effective in driving environmentally responsible behaviors.
While green advertising has the potential to positively impact consumers’ green purchase intentions, there are challenges and ethical considerations that need to be addressed. Greenwashing, the practice of misleading consumers about a company’s environmental practices, can erode trust and hinder the effectiveness of green advertising (Dahl, Frankenberger, & Manchiraju, 2019). Ethical concerns related to authenticity and sincerity in promoting environmental initiatives should be carefully managed by businesses.
The influence of green advertising on green purchase intention is a complex interplay of factors, including trust, message framing, and ethical considerations. As consumers increasingly prioritize sustainability, businesses must recognize the significance of transparent and authentic green advertising in shaping positive attitudes and intentions towards eco-friendly products.
Statement of the problem
As sustainability becomes a focal point in consumer choices, businesses increasingly engage in green advertising to promote environmentally friendly products. The menstrual hygiene industry, exemplified by products like the Moped sanitary pad, is no exception. However, there is a paucity of research specifically addressing the influence of green advertising on green purchase intention within this context.
There is a lack of comprehensive understanding regarding how consumers respond to green advertising specifically in the context of eco-friendly menstrual hygiene products like the Moped sanitary pad. Exploring the factors that influence consumers’ green purchase intentions in this niche market is essential for businesses and marketers.
The effectiveness of green advertising strategies employed by Moped or similar brands in influencing consumers’ attitudes and perceptions towards environmentally friendly menstrual hygiene products remains underexplored. It is crucial to examine the impact of green advertising messages and campaigns on shaping positive attitudes and preferences among the target audience.
The menstrual hygiene market has witnessed increasing scrutiny, with consumers demanding transparency and authenticity in environmental claims. Investigating potential challenges, such as greenwashing or ethical concerns related to green advertising in this specific product category, is imperative to guide businesses in developing trustworthy and credible marketing communication strategies.
The role of message framing and communication strategies in green advertising for menstrual hygiene products like Moped pads requires specific attention. Understanding how different message frames, whether positive or negative, impact consumers’ perceptions and intentions can provide valuable insights for crafting effective and responsible green advertising campaigns.
Establishing and maintaining consumer trust is paramount in the green advertising landscape. Examining the level of trust consumers place in green advertising messages for Moped sanitary pads and identifying factors that contribute to or hinder this trust will contribute to enhancing the authenticity and credibility of sustainability claims in this market.
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.
Research hypotheses
H1: there is no impact of various green advertising messages and campaigns on consumers’ preferences for Moped sanitary pads
H2: there are no challenges and ethical considerations associated with green advertising for eco-friendly menstrual hygiene products
Significance of the study
This study contributes to the academic literature by filling a gap in research related to the influence of green advertising on green purchase intention, particularly within the niche context of eco-friendly menstrual hygiene products like Moped sanitary pads. The findings will enhance our understanding of consumer behavior and preferences in relation to sustainable choices in this specific market.
The study’s insights will provide valuable guidance for marketers and businesses operating in the menstrual hygiene industry. By understanding the nuances of green advertising effectiveness, message framing, and communication strategies, brands like Moped can develop more targeted and impactful marketing campaigns that resonate with environmentally conscious consumers.
The examination of challenges and ethical considerations in green advertising, including issues like greenwashing, will contribute to the ongoing dialogue about ethical marketing practices. This study can serve as a resource for businesses looking to align their environmental claims with genuine efforts, fostering transparency and responsible advertising in the menstrual hygiene sector.
Scope of the study
The scope of the study covers the influence of green advertising on green purchase intention; a study of moped sanitary pad. The study will be limited to Bindazz Night, Lagos State
Limitation of the study
- Generalization to Other Products:
The findings of this study may be limited in their applicability to other eco-friendly products or brands outside the context of menstrual hygiene. Different product categories may have distinct consumer behaviors and perceptions, limiting the generalization of results.
- Sample Size and Demographic Representation:
The study’s sample size and demographic representation, especially in terms of age, gender, and socioeconomic background, may not fully capture the diversity of the target market for eco-friendly menstrual hygiene products. This limitation could affect the external validity of the study.
- Cross-Sectional Nature of the Study:
The study adopts a cross-sectional design, providing a snapshot of consumer attitudes and behaviors at a specific point in time. Longitudinal studies would be necessary to capture changes and developments in consumer responses to green advertising over time.
- Self-Reported Data and Social Desirability Bias:
The reliance on self-reported data, particularly in surveys or interviews, may introduce social desirability bias. Respondents may provide answers that they perceive as socially acceptable rather than reflecting their true attitudes and behaviors.
Definition of terms
- Green Advertising:
Refers to promotional activities and communication strategies employed by businesses to highlight the environmentally friendly attributes of their products or services. Green advertising aims to appeal to consumers who prioritize sustainability and make choices based on ecological considerations.
- Green Purchase Intention:
Represents a consumer’s expressed willingness and inclination to choose and buy products or services that are environmentally friendly or have a minimal ecological impact. It reflects the intention to make sustainable and eco-conscious purchasing decisions.
- Eco-friendly Menstrual Hygiene Products:
Encompasses sanitary pads, tampons, menstrual cups, or other menstrual hygiene solutions that are designed and marketed with a focus on environmental sustainability. These products typically aim to minimize ecological harm through the use of biodegradable materials, reduced packaging, or other environmentally responsible practices.
- Message Framing:
In the context of green advertising, message framing refers to the strategic presentation of information to influence consumers’ perceptions and attitudes. Positive framing emphasizes the benefits of choosing environmentally friendly products, while negative framing highlights the consequences of not making eco-conscious choices.
- Trust in Advertising:
Signifies the confidence and reliability that consumers place in the information conveyed through advertising messages. In the context of green advertising, trust is crucial for consumers to believe and act upon the environmentally friendly claims made by brands.
- Ethical Marketing Practices:
Encompasses advertising and promotional strategies that adhere to principles of honesty, transparency, and fairness. In the context of green advertising, ethical marketing practices involve truthful communication of a product’s environmental attributes without engaging in deceptive practices, such as greenwashing.
- Greenwashing:
Refers to the deceptive marketing practice where a company exaggerates or falsely claims its commitment to environmental responsibility or sustainability. Greenwashing misleads consumers into believing that a product or brand is more eco-friendly than it truly is.
- Consumer Attitudes:
Represents the overall evaluation, feelings, and perceptions that consumers hold toward a product, brand, or specific issues, such as environmental sustainability. Positive consumer attitudes are often indicative of a favorable predisposition towards making related purchasing decisions.
- Transparency in Advertising:
Involves the clear and open communication of information by businesses in their advertising practices. Transparent advertising in the context of green marketing ensures that consumers receive accurate and honest information about a product’s environmental impact.
REFERENCES
- G Fowler. “Green Sales Pitch Isn’t Moving Many Products”. Wall Street Journal 2002-03-06. 11.
- Belz F, Peattie K. Sustainability Marketing: A Global Perspective. John Wiley & Sons, 2009. 12.
- Hilliard H, Matulich E, Haytko D, Rustavi H. An international look at attitude towards advertising, brand considerations, and market expertise: United States, China, and India. Journal of International Business Research 2012; 11(1):29-41. 13.
- Coleman LJ, Bahnan N, Kelkar M, Curry N. Walking the walk: How the theory of reasoned action explains adult and student intentions to go green. Journal of Applied Business Research 2011; 27(3):107-116. 14.
- Richards Lindsay. “Examining Green Advertising and its impact on Consumer Skepticism and Purchasing Patterns”. The Elon Journal of Undergraduate Research in Communications, 2013l, 4(2). 15. http://en.wikipedia.org/wiki/Green_marketing
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