Young generation and environmental friendly awareness: does it the impact of green advertising?
Abstract
The environmental issues nowadays have make consumers becoming more selective in selecting products and brands going to use. The purpose of this study is to investigate the effect of green advertising on green purchase intentions mediated by green attitude awareness in the young generation. Young generation has strong curiosity and has easier access on getting products information, so this research focuses deeper on examining how much green advertising, green knowledge, and eco-label information affect the awareness on green attitude which later influences green intention to purchase. This research used primary data obtained from questionnaires distributed directly to 150 undergraduate students of universities in Indonesia. We used Structural Equation Modeling (SEM) for verifying hypothesis and AMOS 20 software for getting empirical results of 16 items questions representing indicator of 4 variables. The result showed that green advertising and green knowledge were able to form the awareness on environmental friendly. Although eco-label information did not influence the awareness on green attitude, it influenced the green purchase intention directly.
Keyword : environmental friendly, green advertising, green knowledge, green attitude, green purchase intention
How to Cite
Herman, L. E., Udayana, I. B. N., & Farida, N. (2021). Young generation and environmental friendly awareness: does it the impact of green advertising?. Business: Theory and Practice, 22(1), 159-166. https://doi.org/10.3846/btp.2021.12417
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Delafrooz, N., Taleghani, M., & Nouri, B. (2014). Effect of green marketing on consumer purchase behavior. QScience Connect, 5. https://doi.org/10.5339/connect.2014.5
Duffett, R. G. (2015). Facebook advertising’s influence on intention-to-purchase and purchase amongst Millennials. Internet Research, 25(4), 498–526. https://doi.org/10.1108/IntR-01-2014-0020
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Golnaz, R. (2012). Consumers’ awareness and consumption intention towards green foods. African Journal of Business Management, 6(12). https://doi.org/10.5897/AJBM11.1414
Grankvist, G., Dahlstrand, U., & Biel, A. (2004). The Impact of environmental labelling on consumer preference: negative vs positive labels. Journal of Consumer Policy, 27(2), 213–230. https://doi.org/10.1023/B:COPO.0000028167.54739.94
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Hartmann, P., & Ibanez, A. V. (2006). View point: green value added. Marketing Intelligence & Planning, 24(7), 673–680. https://doi.org/10.1108/02634500610711842
Haws, K. L., Winterich, K. P., & Naylor, R. W. (2014). Seeing the world through GREEN-tinted glasses: Green consumption values and responses to environmentally friendly products. Journal of Consumer Psychology, 24(3), 336–354. https://doi.org/10.1016/j.jcps.2013.11.002
Haytko, D. L., & Matulich, E. (2010). Green advertising and environmentally responsible consumer behaviors: linkages examined. Journal of Management and Marketing Research, 1, 1–8.
Hertwig, R., & Pleskac, T. J. (2010). Decisions from experience: why small samples? Cognition, 115(2), 225–237. https://doi.org/10.1016/j.cognition.2009.12.009
Hosseinikhah Choshaly, S. (2019). Applying innovation attributes to predict purchase intention for the eco-labeled products. International Journal of Innovation Science, 11(4), 583–599. https://doi.org/10.1108/IJIS-04-2019-0038
Irandust, M., & Naser, B. (2014). The role of customer’s believability and attitude in green purchase intention. Arabian Journal of Bussiness and Management Review, 3(7), 242–248. https://doi.org/10.12816/0018301
Jaiswal, D., & Kant, R. (2018). Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers. Journal of Retailing and Consumer Services, 41, 60–69. https://doi.org/10.1016/j.jretconser.2017.11.008
Jogova, M., Song, J. E., Campbell, A. C., Warbuton, D., Warshawski, T., & Chanoine, J. P. (2013). Process evaluation of the Living Green, Healthy and Thrifty (LiGHT) web-based child obesity management program: combining health promotion with ecology and economy. Canadian Journal of Diabetes, 37(2), 72–81. https://doi.org/10.1016/j.jcjd.2013.03.359
Kabadayı, E. T., Dursun, İ., Alan, A. K., & Tuğer, A. T. (2015). Green purchase intention of young Turkish consumers: effects of consumer’s guilt, self-monitoring and perceived consumer effectiveness. Procedia – Social and Behavioral Sciences, 207, 165–174. https://doi.org/10.1016/j.sbspro.2015.10.167
Kao, T.-F., & Du, Y.-Z. (2020). A study on the influence of green advertising design and environmental emotion on advertising effect. Journal of Cleaner Production, 242, 118294. https://doi.org/10.1016/j.jclepro.2019.118294
Kassaye, W. W. (2001). Green dilemma. Marketing Intelligence & Planning, 19(6), 444–455. https://doi.org/10.1108/EUM0000000006112
Kianpour, K., Anvari, R., Jusoh, A., & Fauzi Othman, M. (2014). Important motivators for buying green products. Intangible Capital, 10(5). https://doi.org/10.3926/ic.470
Kim, W.-H., Malek, K., & Roberts, K. R. (2019). The effectiveness of green advertising in the convention industry: An application of a dual coding approach and the norm activation model. Journal of Hospitality and Tourism Management, 39, 185–192. https://doi.org/10.1016/j.jhtm.2019.04.007
Lee, K. (2011). The green purchase behavior of Hong Kong young consumers: the role of peer influence, local environmental involvement, and concrete environmental knowledge. Journal of International Consumer, 23, 21–44. https://doi.org/10.1080/08961530.2011.524575
Li, Y. (2020). Competing eco-labels and product market competition. Resource and Energy Economics, 60, 101149. https://doi.org/10.1016/j.reseneeco.2020.101149
Mei, O. J., Ling, K. C., & Piew, T. H. (2012). The antecedents of green purchase intention among Malaysian consumers. Asian Social Science, 8(13), 248–263. https://doi.org/10.5539/ass.v8n13p248
Mostafa, M. (2009). Shades of green. A psychographic segmentation of the green consumer in Kuwait using self-organizing maps. Expert Systems with Applications, 36(8), 11030–11038. https://doi.org/10.1016/j.eswa.2009.02.088
Ng, M., & Law, M. (2015). Encouraging green purchase behaviours of Hong Kong consumers. Asian Journal of Business Research, 5(2). https://doi.org/10.14707/ajbr.150013
Patrick, H., Ibanez, V. A., & Sainz, F. J. F. (2005). Green branding effects on attitude: functional vs emotional positioning strategies. Marketing Intelligence and Planning, 23(1), 9–30. https://doi.org/10.1108/02634500510577447
Polonsky, M. J. (1994). An Introduction to green marketing. Electronic Green Journal, 1(2). https://doi.org/10.5070/G31210177
Priya, P., Baisya, R. K., & Sharma, S. (2010). Television advertisements and children’s buying behaviour. Marketing Intelligence & Planning, 28(2), 151–169. https://doi.org/10.1108/02634501011029664
Rahbar, E., & Wahid, N. A. (2011). Investigation of green marketing tools’ effect on consumers’ purchase behavior. Business Strategy Series, 12(2), 73–83. https://doi.org/10.1108/17515631111114877
Rashid, N. A. (2009). Awareness of eco-label in Malaysia’s green marketing initiative. International Journal of Business and Management, 4(8), 132–141. https://doi.org/10.5539/ijbm.v4n8p132
Rokicka, E. (2002). Attitudes toward natural environment. International Journal of Sociology, 32, 78–90. https://doi.org/10.1080/15579336.2002.11770256
Sachdeva, S., Jordan, J., & Mazar, N. (2015). Green consumerism: moral motivations to a sustainable future. Current Opinion in Psychology, 6, 60–65. https://doi.org/10.1016/j.copsyc.2015.03.029
Schiffman, L. G., & Kanuk, L. L. (2007). Consumer behavior (9th ed.). Prentice Hall.
Sharaf, M. A., Isa, F. M., & Al-Qasa, K. (2015). Young consumers’ intention towards future green purchasing in Malaysia. Journal of Management Research, 7(2), 468. https://doi.org/10.5296/jmr.v7i2.6998
Song-Turner, H., & Polonsky, M. (2016). Enviropreneurial marketing in greening corporate activities. European Business Review, 28(5), 506–531. https://doi.org/10.1108/EBR-12-2014-0087
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2). https://doi.org/10.1080/10641734.2004.10505164
Suki, N. M. (2016). Green product purchase intention: impact of green brands, attitude, and knowledge. British Food Journal, 118(12), 2893–2910. https://doi.org/10.1108/BFJ-06-2016-0295
Teisl, M. F., Roe, B., & Hicks, R. (2002). Can eco-labels tune a market? Evidence from Dolphin-Safe Labeling. Journal of Environmental Economics and Management, 43(3), 339–359. https://doi.org/10.1006/jeem.2000.1186
Yang, D., Lu, Y., Zhu, W., & Su, C. (2015). Going green: How different advertising appeals impact green consumption behavior. Journal of Business Research 68(12), 2663–2675. https://doi.org/10.1016/j.jbusres.2015.04.004
Akehurst, G., Afonso, C., & Goncalves, M. H. (2012). Re-examining green purchase behaviour and the green consumer profile: new evidences. Management Decision, 50(5), 972–988. https://doi.org/10.1108/00251741211227726
Aman, A. H. L., Harun, A., & Hussein, Z. (2012). The influence of environmental knowledge and concern on green purchase intention the role of attitude as a mediating variable. British Journal of Arts and Social Sciences, 7(2), 145–167.
Bhattacharya, S. (2011). Consumer attitude towards green marketing in India. The IUP Journal of Marketing Management, X(4), 62–71.
Biswas, A. (2016). A study of consumers’ willingness to pay for green products. Journal of Advanced Management Science, 4(3) 211–215. https://doi.org/10.12720/joams.4.3.211-215
Borin, N., Mullikin, & Krishnan, R. (2013). An analysis of consumer reactions to green strategies. Journal of Product & Brand Management, 22(2), 118–128. https://doi.org/10.1108/10610421311320997
Chen, H., Tsai, F.-S., & Ling, H.-C. (2018). Business area changes and entrepreneurial persistence in ecology- and food-related industries: knowledge heterogeneity and emotion perspectives. Sustainability, 10(4), 929. https://doi.org/10.3390/su10040929
Chen, Y.-S., & Chang, C.-H. (2013). The determinants of green product development performance: green dynamic capabilities, green transformational leadership, and green creativity. Journal of Business Ethics, 116, 107–119. https://doi.org/10.1007/s10551-012-1452-x
Choi, D., & Johnson, K. K. P. (2019). Influences of environmental and hedonic motivations on intention to purchase green products: An extension of the theory of planned behavior. Sustainable Production and Consumption, 18, 145–155. https://doi.org/10.1016/j.spc.2019.02.001
Cooper, D. R., & Emory, C. W. (1995). Bussiness research methods, 5. Richard D. Irwin, Inc.
D’Souza, C., & Taghian, M. (2005). Green advertising effects on attitude and choice of advertising themes. Asia Pacific Journal of Marketing and Logistics, 17(3), 51–66. https://doi.org/10.1108/13555850510672386
D’Souza, C., Taghian, M., Lamb, P., & Peretiatkos, R. (2006). Green products and corporate strategy: an empirical investigation. Society and Business Review, 1(2), 144–157. https://doi.org/10.1108/17465680610669825
Delafrooz, N., Taleghani, M., & Nouri, B. (2014). Effect of green marketing on consumer purchase behavior. QScience Connect, 5. https://doi.org/10.5339/connect.2014.5
Duffett, R. G. (2015). Facebook advertising’s influence on intention-to-purchase and purchase amongst Millennials. Internet Research, 25(4), 498–526. https://doi.org/10.1108/IntR-01-2014-0020
Fryxell, G. E., & Lo, C. W. H. (2003). The influence of environmental knowledge and values on managerial behaviours on behalf of the environment: an empirical examination of managers in China. Journal of Business Ethics, 46(1), 45–69. https://doi.org/10.1023/A:1024773012398
Goh, S. K., & Balaji, M. S. (2016). Linking green skepticism to green purchase behavior. Journal of Cleaner Production, 131, 629–638. https://doi.org/10.1016/j.jclepro.2016.04.122
Golnaz, R. (2012). Consumers’ awareness and consumption intention towards green foods. African Journal of Business Management, 6(12). https://doi.org/10.5897/AJBM11.1414
Grankvist, G., Dahlstrand, U., & Biel, A. (2004). The Impact of environmental labelling on consumer preference: negative vs positive labels. Journal of Consumer Policy, 27(2), 213–230. https://doi.org/10.1023/B:COPO.0000028167.54739.94
Grillo, N., Tokarczyk, J., & Hansen, E. (2008). Green advertising developments in the US forest sector: a follow up. Forest Products Journal, 58(5), 40–56.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7 ed.). Prentice Hall.
Hartmann, P., & Ibanez, A. V. (2006). View point: green value added. Marketing Intelligence & Planning, 24(7), 673–680. https://doi.org/10.1108/02634500610711842
Haws, K. L., Winterich, K. P., & Naylor, R. W. (2014). Seeing the world through GREEN-tinted glasses: Green consumption values and responses to environmentally friendly products. Journal of Consumer Psychology, 24(3), 336–354. https://doi.org/10.1016/j.jcps.2013.11.002
Haytko, D. L., & Matulich, E. (2010). Green advertising and environmentally responsible consumer behaviors: linkages examined. Journal of Management and Marketing Research, 1, 1–8.
Hertwig, R., & Pleskac, T. J. (2010). Decisions from experience: why small samples? Cognition, 115(2), 225–237. https://doi.org/10.1016/j.cognition.2009.12.009
Hosseinikhah Choshaly, S. (2019). Applying innovation attributes to predict purchase intention for the eco-labeled products. International Journal of Innovation Science, 11(4), 583–599. https://doi.org/10.1108/IJIS-04-2019-0038
Irandust, M., & Naser, B. (2014). The role of customer’s believability and attitude in green purchase intention. Arabian Journal of Bussiness and Management Review, 3(7), 242–248. https://doi.org/10.12816/0018301
Jaiswal, D., & Kant, R. (2018). Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers. Journal of Retailing and Consumer Services, 41, 60–69. https://doi.org/10.1016/j.jretconser.2017.11.008
Jogova, M., Song, J. E., Campbell, A. C., Warbuton, D., Warshawski, T., & Chanoine, J. P. (2013). Process evaluation of the Living Green, Healthy and Thrifty (LiGHT) web-based child obesity management program: combining health promotion with ecology and economy. Canadian Journal of Diabetes, 37(2), 72–81. https://doi.org/10.1016/j.jcjd.2013.03.359
Kabadayı, E. T., Dursun, İ., Alan, A. K., & Tuğer, A. T. (2015). Green purchase intention of young Turkish consumers: effects of consumer’s guilt, self-monitoring and perceived consumer effectiveness. Procedia – Social and Behavioral Sciences, 207, 165–174. https://doi.org/10.1016/j.sbspro.2015.10.167
Kao, T.-F., & Du, Y.-Z. (2020). A study on the influence of green advertising design and environmental emotion on advertising effect. Journal of Cleaner Production, 242, 118294. https://doi.org/10.1016/j.jclepro.2019.118294
Kassaye, W. W. (2001). Green dilemma. Marketing Intelligence & Planning, 19(6), 444–455. https://doi.org/10.1108/EUM0000000006112
Kianpour, K., Anvari, R., Jusoh, A., & Fauzi Othman, M. (2014). Important motivators for buying green products. Intangible Capital, 10(5). https://doi.org/10.3926/ic.470
Kim, W.-H., Malek, K., & Roberts, K. R. (2019). The effectiveness of green advertising in the convention industry: An application of a dual coding approach and the norm activation model. Journal of Hospitality and Tourism Management, 39, 185–192. https://doi.org/10.1016/j.jhtm.2019.04.007
Lee, K. (2011). The green purchase behavior of Hong Kong young consumers: the role of peer influence, local environmental involvement, and concrete environmental knowledge. Journal of International Consumer, 23, 21–44. https://doi.org/10.1080/08961530.2011.524575
Li, Y. (2020). Competing eco-labels and product market competition. Resource and Energy Economics, 60, 101149. https://doi.org/10.1016/j.reseneeco.2020.101149
Mei, O. J., Ling, K. C., & Piew, T. H. (2012). The antecedents of green purchase intention among Malaysian consumers. Asian Social Science, 8(13), 248–263. https://doi.org/10.5539/ass.v8n13p248
Mostafa, M. (2009). Shades of green. A psychographic segmentation of the green consumer in Kuwait using self-organizing maps. Expert Systems with Applications, 36(8), 11030–11038. https://doi.org/10.1016/j.eswa.2009.02.088
Ng, M., & Law, M. (2015). Encouraging green purchase behaviours of Hong Kong consumers. Asian Journal of Business Research, 5(2). https://doi.org/10.14707/ajbr.150013
Patrick, H., Ibanez, V. A., & Sainz, F. J. F. (2005). Green branding effects on attitude: functional vs emotional positioning strategies. Marketing Intelligence and Planning, 23(1), 9–30. https://doi.org/10.1108/02634500510577447
Polonsky, M. J. (1994). An Introduction to green marketing. Electronic Green Journal, 1(2). https://doi.org/10.5070/G31210177
Priya, P., Baisya, R. K., & Sharma, S. (2010). Television advertisements and children’s buying behaviour. Marketing Intelligence & Planning, 28(2), 151–169. https://doi.org/10.1108/02634501011029664
Rahbar, E., & Wahid, N. A. (2011). Investigation of green marketing tools’ effect on consumers’ purchase behavior. Business Strategy Series, 12(2), 73–83. https://doi.org/10.1108/17515631111114877
Rashid, N. A. (2009). Awareness of eco-label in Malaysia’s green marketing initiative. International Journal of Business and Management, 4(8), 132–141. https://doi.org/10.5539/ijbm.v4n8p132
Rokicka, E. (2002). Attitudes toward natural environment. International Journal of Sociology, 32, 78–90. https://doi.org/10.1080/15579336.2002.11770256
Sachdeva, S., Jordan, J., & Mazar, N. (2015). Green consumerism: moral motivations to a sustainable future. Current Opinion in Psychology, 6, 60–65. https://doi.org/10.1016/j.copsyc.2015.03.029
Schiffman, L. G., & Kanuk, L. L. (2007). Consumer behavior (9th ed.). Prentice Hall.
Sharaf, M. A., Isa, F. M., & Al-Qasa, K. (2015). Young consumers’ intention towards future green purchasing in Malaysia. Journal of Management Research, 7(2), 468. https://doi.org/10.5296/jmr.v7i2.6998
Song-Turner, H., & Polonsky, M. (2016). Enviropreneurial marketing in greening corporate activities. European Business Review, 28(5), 506–531. https://doi.org/10.1108/EBR-12-2014-0087
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2). https://doi.org/10.1080/10641734.2004.10505164
Suki, N. M. (2016). Green product purchase intention: impact of green brands, attitude, and knowledge. British Food Journal, 118(12), 2893–2910. https://doi.org/10.1108/BFJ-06-2016-0295
Teisl, M. F., Roe, B., & Hicks, R. (2002). Can eco-labels tune a market? Evidence from Dolphin-Safe Labeling. Journal of Environmental Economics and Management, 43(3), 339–359. https://doi.org/10.1006/jeem.2000.1186
Yang, D., Lu, Y., Zhu, W., & Su, C. (2015). Going green: How different advertising appeals impact green consumption behavior. Journal of Business Research 68(12), 2663–2675. https://doi.org/10.1016/j.jbusres.2015.04.004