Customer perception of green advertising in the context of eco-friendly FMCGs

Hassan, Rumman and Valenzuela, Fredy (2016) Customer perception of green advertising in the context of eco-friendly FMCGs. Contemporary Management Research, 12 (2). pp. 169-182. ISSN 1813-5498

Abstract

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.


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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Files associated with this item cannot be displayed due to copyright restrictions.
Faculty / Department / School: Current - Faculty of Business, Education, Law and Arts - School of Management and Enterprise
Date Deposited: 06 Jul 2016 02:53
Last Modified: 06 Jul 2016 02:53
Uncontrolled Keywords: green marketing; green products; green advertising; Fast Moving Consumer Goods; trust
Fields of Research : 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150502 Marketing Communications
Identification Number or DOI: 10.7903/cmr.14796
URI: http://eprints.usq.edu.au/id/eprint/29401

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