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

Article

Hassan, Rumman and Valenzuela, Fredy. 2016. "Customer perception of green advertising in the context of eco-friendly FMCGs." Contemporary Management Research: an international journal. 12 (2), pp. 169-182. https://doi.org/10.7903/cmr.14796
Article Title

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

ERA Journal ID40337
Article CategoryArticle
AuthorsHassan, Rumman (Author) and Valenzuela, Fredy (Author)
Journal TitleContemporary Management Research: an international journal
Journal Citation12 (2), pp. 169-182
Number of Pages14
Year2016
Place of PublicationTaiwan
ISSN1813-5498
Digital Object Identifier (DOI)https://doi.org/10.7903/cmr.14796
Web Address (URL)http://www.cmr-journal.org/article/view/14796/pdf
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.

Keywordsgreen marketing; green products; green advertising; Fast Moving Consumer Goods; trust
ANZSRC Field of Research 2020350604. Marketing communications
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Byline AffiliationsSchool of Management and Enterprise
University of New South Wales
Institution of OriginUniversity of Southern Queensland
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