Consumers' perception of green advertising and eco-labels: The effect on purchasing intentions

Tijana Kolović · Tamara Vlastelica · Jelena Krstić

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Environmental Sustainability in Business Sustainable Supply Chain Management Organic Food and Agriculture

Abstract

Due to increasing degradation of natural environment, the importance of environmentally responsible production and consumption, as well as green marketing and sustainable labeling has been growing. The aim of this research is to examine the influence of consumers' perception of green advertising and eco-labels on their intentions to purchase eco-labeled products. A research was carried out by using an online survey method on a convenient sample of 172 consumers in the Republic of Serbia. The results showed that, in spite of respondents reporting their environmental awareness and concern, respondents mostly did not consider the impact of their own purchasing habits on the environment. Obtained results showed the existence of a strong relationship between the respondents' pro-environmental behavior and their current purchase, green advertising receptivity, attitude towards green advertising, perception of eco-labels and purchasing intentions. Also, it was found that respondents who were more responsive to green advertising and had better attitudes towards green advertising were more likely to purchase products which are eco-labeled. On the other hand, respondents' perception of eco-labels did not strongly influence purchasing intentions towards eco-labeled products, which is a consequence of insufficient familiarity of respondents with environmental product labeling. These research findings have valuable implications for companies defining strategies to include environmental appeals in their marketing communication, as well as for public institutions in Serbia for the further planning of activities related to encouragement of environmentally friendly production and consumption.

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References

1951Coefficient Alpha and the Internal Structure of Tests 2011Making sense of Cronbach's alpha 2006Beyond ecolabels: what green marketing can learn from conventional marketing 2014Signaling the Green Sell: The Influence of Eco-Label Source, Argument Specificity, and Product Involvement on Consumer Trust 2018Misleading Consumers with Green Advertising? An Affect–Reason–Involvement Account of Greenwashing Effects in Environmental Advertising 2011Feeling Ambivalent About Going Green 2014The Skeptical Green Consumer Revisited: Testing the Relationship Between Green Consumerism and Skepticism Toward Advertising 2012Factors Affecting Skepticism toward Green Advertising

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