Green Advertising On Consumer Purchase Behavior And Its Impact On Environment
Role and Significance of Green Advertising on Consumer Purchase Behavior & Its Impact on Environment
Shilpi Pal
M.Phil Scholar, School for Management Studies
Babasaheb Bhimrao Ambedkar University (A Central University),Lucknow, India
E-mail -Shilpi.sep22 @gmail.com
Dr. M.S.Khan
Head/Coordinator -MBA & M.Phil Programme, Babasaheb Bhimrao Ambedkar University (A Central University), Lucknow, India
Abstract
Go green is the natural phenomenon of today’s lifestyle for environmental protection and sustainable development for protecting our earth. Green Advertising is a tool by which a company can advertise their product in terms of environmental preference and acceptance according to the safety of environment. Green advertising is a part of new marketing
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Challenges of Green Advertising:-
• It can be costly as green products require renewable and recycled material. Same as green advertising also require huge amount to develop green sphere for the advertisement.
• Many people are unaware of the green products and its benefit. Therefore, it may take some time to turn those consumers who have less knowledge about green products or eco-friendly products.
• As some of the eco-friendly products are costly, people are not willing to pay for the product and they switch to substitute products. For these types of consumers, green advertising may take some time to point out key and beneficial features to them.
• If the consumer not gets result by using green products (for particular resulted product) at one time they never trust on other effective green product which led to misleading and effects reputation and they avoid to see the advertisement of those products.
• While green advertising focus on meaningful terms and pictures which can directly relate the consumers mindset about the products. If it cannot be done, then it will damage the company image in front of
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