Title: Exploring the factors of green advertising that entices purchase behaviour among Bangaloreans

Authors: M.G. Saravanaraj; Sruthi Pillai

Addresses: SNS College of Technology, SNS Kalvi Nagar, Saravanampatti, Coimbatore, Tamilnadu, India ' Faculty of Management Studies, Muthayammal Engineering College, Rasipuram, Tamilnadu, India

Abstract: It needs a great effort to market a green product. Selecting an appropriate media and its reachability is considered as one of the biggest challenges for a marketer. The study aims to identify the most preferred media to deliver a green message to the consumers. It also analyses the impact of message effectiveness, order of the message, attitude and perception towards the green advertising on the purchase behaviour of the consumer. The sample collected was 1,061 from the major areas of the Bangalore city through stratified random sampling. Statistical tools like mean score, Kruskal Wallis test, Mann-Whitney U test and multiple regression analysis were used. The findings revealed that television is considered as the most preferred media by the consumers. It was also observed that all the variables, except the order of the advertisement, do have an impact on green purchase behaviour. The suggestions have been given based on the findings.

Keywords: media; message effectiveness; order; attitude; perception; Bangalore.

DOI: 10.1504/IJBEX.2018.089153

International Journal of Business Excellence, 2018 Vol.14 No.2, pp.275 - 283

Received: 14 Jul 2016
Accepted: 25 Nov 2016
Published online: 08 Jan 2018 *

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