篇名 | Customer Perception of Green Advertising in The Context of Eco-Friendly FMCGs |
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卷期 | 12:2 |
作者 | Rumman Hassan 、 Fredy Valenzuela |
頁次 | 169-182 |
關鍵字 | Green marketing 、 Green products 、 Green advertising 、 Fast Moving Consumer Goods 、 Trust |
出刊日期 | 201606 |
DOI | 10.7903/cmr.14796 |
Past studies have focused on the role of advertising in consumer behaviour. However, with the emergence of green marketing as a field of study, there is a growing importance in eco-friendly products. The present study contributes to the literature on green marketing by investigating Australian customers’ exposure to and trust in green advertising in the context of eco-friendly Fast Moving Consumer Goods. In addition, the study investigates whether customers’ purchase intentions are influenced by such advertisements. The present study, which includes in-depth interviews, gives an insight into issues relating to green advertisements. The findings provide a detailed insight into the variation in terms of customers’ perceptions of green advertising and its influence on customers. Findings and discussion are presented.