Impact of Emotional Advertising on Green Purchase Intentions
DOI:
https://doi.org/10.69935/bcxza576Keywords:
Emotional Advertising, Green Purchase Intention, Attitude, Environmental Concern, Sustainable MarketingAbstract
The paper will examine the impact of emotional advertising on the purchase intention of green products within the context of increasing environmental consciousness and the importance of green consumption. As the concern on environmental concerns becomes more popular, more marketers embrace emotional appeals in their desire to influence consumer behaviour towards environmentally friendly products. The main aim of the study is to examine the direct and indirect impact of emotional advertisement on green purchase (GP) intention wherein attitude towards green products and environmental concern are some of the mediators. The quantitative research method was embraced, a questionnaire with a sample size of 300 and was distributed to all respondents in a questionnaire that was measured on a five-point Likert scale. Jamovi was used to analyze the data through reliability analysis, exploratory factor analysis, correlation and regression. The results indicate that emotional advertisement has a high positive impact on the green purchase intention both directly and indirectly via the attitude and environmental concern. It was found that attitude has a higher influence on the purchase intention amongst the mediators compared to the environmental concern. These findings suggest that emotional appeals may prove highly utilitarian in the process of outlining consumer perceptions and ensuring sustainable purchasing behaviour. The paper concludes that emotional elements must be involved in the green marketing strategies to enhance their effectiveness and assist in the promotion of the environmentally friendly consumption.
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