How Does the Interactivity of Social Media Affect the Adoption of New Green Products?

In the era of mobile internet, newsfeed advertising, which is most applicable to consumption scenarios that involve mobile devices, has become a core driving force in advertising. The rapid advancement of technology with respect to newsfeed advertising has not only reshaped the green consumption sector but has also had significant impacts on consumer psychology and behavior. When faced with highly social green newsfeed advertising, consumers are receptive to different degrees, which ultimately affects their receptivity to new green products. Through an experiment and a questionnaire, we find the following: (1) Consumers prefer new green products advertised through high-sociality green newsfeed advertisements more than those advertised with low-sociality ads. (2) Receptivity to green advertising can mediate the impact of the sociality of newsfeed advertising on consumer adoption of new green products. (3) The aforementioned direct effect and mediating effect are also affected by consumers’ green involvement. Our paper has both theoretical and practical significance; that is, we contribute to the research on the impacts of the sociality of green advertising on the psychological mechanisms underlying consumer adoption of new green products. Additionally, we provide managerial recommendations for the future development of green newsfeed advertising and for improvements in consumer impressions of green consumption.

An Investigation of Cognizance and Approval of Green Advertising by Adolescents in Lucknow City

Today the major concern in the world is the environment. Corporate and government is trying to create awareness about the green environment among young consumers by using various tools. One of the important tools used to create awareness about the green environment is green advertising. The study is conducted with two objectives. The first objective of the study is to explore the awareness about green advertising among young consumers of Lucknow city and the second objective is to analyze the impact of green advertising on the behavior of young consumers in Lucknow city. The literature was collected using different databases such as EBSCO and Jstor. The sample size determined for the study is 384 respondents using the formula of an infinite population. Only 223 responses were received out of the targeted sample size of 384 respondents. The primary data collected using a structured questionnaire. The questionnaire was filled using convenience sampling. The statistical tool used for the analysis is descriptive statistics and one-way ANOVA. The results indicate that young consumers are aware of the green advertising in Lucknow city and green advertising has a significant impact on the behavior of young consumers of Lucknow City.

Faktor-Faktor Yang Mempengaruhi Buying Decision Konsumen Green Product Di Jakarta

Indonesian people are still less involved in the practice of minimizing ecosystem damage, such as not switching to using green products to reduce plastic waste. The number of green products sold in Indonesia itself is not small, but the demand is not too much. In fact, by increasing consumer purchasing decisions for green products, it can help Indonesia become a more environmentally friendly country. The purpose of this study was to examine the effect of environmental consciousness, eco-label, attitude, green advertising, and price on green product consumer buying decisions. This study uses Structural Equation Modeling (SEM) to analyze the hypothesis model with SmartPLS. This study used 260 samples obtained through the distribution of online questionnaires.. The results of this study indicate that environmental consciousness, attitude, and price positively and significantly affect the buying decisions of green products consumers, while eco-labels, and green advertising positively but not significantly affect the buying decisions of green products consumers.Masyarakat Indonesia masih kurang terlibat dalam praktik meminimalisir kerusakan ekosistem, seperti belum beralih menggunakan produk ramah lingkungan untuk mengurangi sampah plastik. Produk ramah lingkungan yang dijual di Indonesia sendiri jumlahnya tidak sedikit, namun peminatnya belum terlalu banyak. Padahal dengan meningkatkan keputusan pembelian konsumen terhadap green product, dapat membantu Indonesia menjadi negara yang lebih ramah lingkungan. Tujuan penelitian ini adalah untuk menguji pengaruh dari environmental consciousness, eco-label, attitude, green advertising, dan price terhadap buying decision konsumen green product. Penelitian ini menggunakan Structural Equation Modeling (SEM) untuk menganalisis model hipotesis dengan SmartPLS. Penelitian ini menggunakan 260 sampel yang didapatkan melalui pedistribusian kuesioner secara online. Hasil dari penelitian ini menunjukkan bahwa environmental consciousness, attitude, dan price secara positif dan signifikan mempengaruhi buying decision konsumen green product, serta eco-label, dan green advertising secara positif namun tidak signifikan mempengaruhi buying decision konsumen green product.

PENGARUH GREEN PRODUCT TERHADAP MINAT BELI ULANG KONSUMEN MELALUI GREEN ADVERTISING (Studi Terhadap Konsumen Starbucks)

Penelitian ini dilakukan untuk menguji pengaruh Green Product Reusable Color Changing Cups terhadap minat beli ulang konsumen Starbucks melalui Green Advertising yang ada di akun Instagram @starbucksindonesia. Metode penelitian yang digunakan adalah metode penelitian deskriptif kuantitatif dan analisis jalur melalui kuesioner yang dibagikan kepada 80 responden yang merupakan followers Instagram @starbucksindonesia yang menggunakan Reusable Color Changing Cups di Sahid Sudirman Center. Hasil penelitian menunjukan bahwa Green Product berpengaruh positif terhadap minat beli ulang yang dimediasi oleh Green Advertising di Instagram @starbucksindonesia. Starbucks harus terus mempertahankan Green Product yang diusung dan ditunjang untuk terus berinovasi dalam menghasilkan produk yang berkualitas dan ramah lingkungan, didukung juga dengan iklan yang menarik konsumen melalui media yang potensial, seperti Instagram.

How Attributes of Green Advertising Affect Purchase Intention: The Moderating Role of Consumer Innovativeness

Although the importance of green advertising has increased, there is still little research in terms of attributes of green advertising. The purpose of our study was to investigate the relationship between attributes of green advertising and purchase intention when moderated by consumer innovativeness. After collecting data from consumers in South Korea, we analyzed 200 usable surveys in structural equation modeling. The analysis revealed positive relationships between three attributes of green advertising (i.e., attractiveness, informativity, and reliability) and purchase intention and identified the moderating role of consumer innovativeness in those relationships. Our findings have implications for marketing, especially for the development of green advertising strategies.

An empirical analysis of the moderating effect of consumer skepticism between social value orientations and green advertising effectiveness

Purpose The purpose of this study is to add a reliable factor that can contribute theoretically and methodologically to explain prosocial and proself behaviors. The study also signifies that green advertising approaches enable the consumer to develop an intention for green purchases. The basic idea is to investigate consumer social orientations and align them with green advertising initiatives to elicit the desired response as green purchase to manifest environmentally conscious behavior. Design/methodology/approach The empirical analysis is based on data collection through questionnaires. Data is analyzed through structural equation modeling to assess the relationship of constructs. Findings The results of the study are empirically drawn through the measurement of relationships among consumer skepticism and the effectiveness of green advertising initiatives. Mediation of proself and prosocial orientation exists for public self-awareness but does not exist for benefit distance. Consumer skepticism moderates the relationship between prosocial orientation and green advertising effectiveness (GAE) but has no moderation between proself orientation and GAE. Originality/value The limitation of conventional prosocial theory does not explain the environmental behaviors driven by proself orientations. Hence, the addition of factors such as public awareness and social benefit distance coupled with signaling theory with foundations on theory of planned behavior and norm activation model to explain environmental conservation add an element of originality to the existing literature. Contribution to Impact The contribution of this study is the incorporation of social orientations as the antecedent for consumer behavior in an environmental context particularly as a response to green advertising initiatives to purchase green products. The use of theory of planned behavior in conjunction with the norm activation model and signaling theory adds to the literary bank.