Influence of Green Advertising on the Consumer View of Green Technology and Sustainability

Abstract

Green technology and sustainable practises are being more widely used as firms try to address rising environmental concerns. The impact of on consumers' views of environmentally friendly products and practises is investigated. The study's overarching goal is to illuminate how company advertising campaigns influence customers' perceptions of and engagement with eco-friendly goods and services. The study adopts a mixed-approaches approach, integrating qualitative and quantitative research methods. In-depth interviews and focus groups are used to collect qualitative information on consumers' thoughts, feelings, and attitudes about green technology. The subsequent step is to perform a quantitative survey to examine how "green" marketing influences consumers' attitudes, preferences, and actions. The degree to which consumers are impacted by environmental ideals and corporate social responsibility activities, as well as the efficacy of various forms of green advertising messages, are important factors being explored. Additionally, demographic characteristics and preexisting knowledge of green technology are explored as moderators that may strengthen or weaken the effect of green advertising.