Does Green Advertising Matter to Purchase Intention?

A Study of Indonesia Green Family Business

DOI

10.2991/aebmr.k.220128.032How to use a DOI?

Keywords

Covid-19; Indonesia Green Family Business; Green Marketing; Green Advertising; Purchase Intention

Abstract

Green marketing has acquired popularity in recent years, especially during the Covid-19 pandemic. The increasing consumer fear of virus transmission caused the upsurge of health and environmental concerns. Green marketing proposes a way to satisfy customer needs and maintain the environmental sustainability. It becomes a consideration for all the companies to practice green, including the family business. Apart from pursuing profit, family businesses explore eco-friendly products because they care about their heirs. They are hoping the next generation can experience a friendly environment. Despite the great opportunities of green products, changing consumer buying behavior is not easy. The study’s goal is to assess the impact of green advertising variables on green family business purchase intentions in Indonesia. Green advertising is a marketing approach that promotes environmental benefits based on consumer outlook. Green advertising elements such as claim believability, relevance, advertisement information, and attitudes toward commercials are thought to influence green product purchase intention. The results depict that all the factors significantly affect purchase intention in Indonesia green family business. According to this study, green family businesses should organize a deep dive into promotional content to sustain and strengthen the credibility of their promises. The green family business should concentrate on how the items help the buyer to make advertisements more relevant. They must also obtain favorable responses through green campaigns to raise environmental awareness and consumer participation.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Rila Anggraeni
AU  - Tegar Nuril Islamy
PY  - 2022
DA  - 2022/01/28
TI  - Does Green Advertising Matter to Purchase Intention?
BT  - Proceedings of the Brawijaya International Conference on Economics, Business and Finance 2021 (BICEBF 2021)
PB  - Atlantis Press
SP  - 244
EP  - 251
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220128.032
DO  - 10.2991/aebmr.k.220128.032
ID  - Anggraeni2022
ER  -