Open AccessUnderstanding the factors of green advertising to adopt the environmental strategy
Author(s) -
Nooraini Othman,
Doni Purnama Alamsyah,
Rudy Aryanto
Publication year - 2021
Publication title -
iop conference series. earth and environmental science
Language(s) - English
Resource type - Journals
eISSN - 1755-1307
pISSN - 1755-1315
DOI - 10.1088/1755-1315/824/1/012042
Subject(s) - green marketing , business , environmentally friendly , sustainability , harm , advertising , green food , marketing , product (mathematics) , green economy , climate change , sustainable development , psychology , political science , raw material , ecology , social psychology , geometry , mathematics , law , biology
Climate change is changing weather patterns and catastrophic consequences throughout the world. To reduce the climate change issue, companies should be responsible for making sure their products does not harm to human beings and the planet. Companies are going green by introducing the environmental friendly product and promoting it through green advertising. However, companies should be able to understand consumer behavior to adapt to the environmental strategy. A study on factors of green advertising to adopt environmental strategy behaviorwas carried out among retail consumers. Indonesian retailers with environmental friendly products were selected, and 200 consumers have responded to the questionnaire. Results shows that factors of green advertising for environmental strategy behavior adaption consist of green impact, green message, green theme, green emotion, green experience, green interaction, and green claims. The three most dominant factors to increase green advertising value are green experience, green theme, and green message. This study provides the essential information for industries to engage in environmentally friendly products and to uphold environmental sustainability efforts.