Role Of Advertising Appeals in Green Consumption in India: An Empirical Study

Abstract

Over the past three decades, there has been an increase in research on a variety of environmental
issues, including green advertising, although this field has not yet reached its full potential. Since
green advertising has become a more popular topic increased interest from academics, the body
of information on this subject has also been expanding. The general goal of green advertising is
to highlight ecologically friendly products or the advertiser's corporate environmental
responsibilities. To encourage consumers' cognitive and affective responses to green
commercials and their ensuing environmentally beneficial behavior, the effectiveness of green
advertising must be evaluated. When it comes to tackling issues with food safety and the
environment, green food has extraordinary effects. The lack of a significant consumer impression
of green food, however, causes a drop in consumption intention. Compared to non-green appeals
from advertising, complement-dependent self-construction, and environmentally friendly
marketing appeals have a stronger influence on perceived green value. Green perceived value
entirely mediates the impact of this interaction effect. Green agricultural goods manufacturers
should use a variety of promotional strategies based on the various consumer groups to increase
consumers' opinions regarding the value of becoming green and their keenness to pay extra.