Green Advertising Efficacy: Contrasting Low and High Involvement Product Advertisements

Abstract

The purpose of this study is to evaluate the efficacy of green advertising tactics for both high- and low-involvement items. A somewhat widespread advertising strategy as a result of shifting customer behavior influenced by environmental factors is green advertising. Nevertheless, the effectiveness of these strategies may differ greatly depending upon consumer involvement levels within a product category. This study seeks to examine how green advertising messages affect consumer attitudes, purchase intentions, and perceived brand credibility across both low and high involvement products.

Data was collected through surveys and questionnaires from diverse consumers using a mixed-methods approach. While the direct effects of green advertising on customer attitudes and purchase intentions were examined by quantitative analysis, qualitative insights provided deeper understanding of consumer perceptions and motivations. The results showed that green advertising is more effective for higher involvement products since this group will seek detailed information about product issues including environmental benefits. Conversely, in purchasing low involvement products, buying is mainly driven by convenience or habit rather than environmental considerations hence; there is limited effect of green marketing on such items.