Measuring Consumer Response towards Green Marketing Communications: Role of Green Consumption Value, Trust and Skepticism

Author(s): Binal Joshi, Dr. Dipti Tulpule, Sneha Vadavi and Jyoti Mokashi

Abstract:

As consumers have become increasingly environmental conscious and selective about the product, they choose started avoiding products that impact the environment, which has resulted in adopting green marketing practices not only to meet consumer expectations but also to gain a competitive advantage and establish a strong consumer base. Compared to other products, the business of green products is steadily increasing in the consumer market around the globe. Primary goal of green advertising is to try to alter consumers’ traditional purchase behavior by making them buy products that either do not harm the environment or that have a positive impact on environment. When consumer exposure to green marketing advertisement, consumer green consumption values will directly impact trust in the information source, as well as green purchase intention, moreover skepticism plays an important role in enhancing this impact. In this study, we will measure consumer response towards green marketing communication, specifically analyzing the role of green consumption value, trust & skepticism. There are limited research carried out in this area. A convenience sampling technique was used for recruiting 109 participants from India. All the measures were taken from validated studies were internally consistent and reliable. Regression analysis technique and Hayes mediation & moderation approaches used to test the hypothesized relationships between the study variables. The important of the findings of this study is that green consumption value positively influences green trust and green purchase intention. In addition, mediating effect of green trust and moderating effect of consumer skepticism were confirmed. The results can enhance understanding of how Indian consumers respond to green advertising. Findings also have important implications for firms that aim to reduce consumers’ skepticism, build trust and increase their intentions to purchase green product.

keywords:
Green consumption value; Green purchase intentions; Trust; Skepticism; Green advertising; Green marketing

Pages: 124-132     |    32 View     |    1 Download