IDEAS home Printed from https://ideas.repec.org/a/ids/ijbexc/v25y2021i1p75-96.html
   My bibliography  Save this article

Cultivating society's environmental concern through green advertising: an empirical analysis among Jaipur citizens

Author

Listed:
  • Jugal Kishor

Abstract

The current study examines the society's response toward green advertising through measuring its impact on customers' intent to act for a specific brand associated with environmental concern. The contemporary research enriches the understanding of green advertising and the role of green advertising in the development of consumers' various intent toward environmental fortification. A total of 517 dataset incorporated to examine the consumers' response toward green advertising on the ground of various variables. The hypothesised model delivers the excellent fit of the dataset and results depict that consumer shared the positive intentions toward the green advertising based on the brand image, environment concern, purchase intention, claims credibility and customer relation. This research assignment verifies the role of green advertising as its effect on the consumer in educating the green concerns of the environment.

Suggested Citation

  • Jugal Kishor, 2021. "Cultivating society's environmental concern through green advertising: an empirical analysis among Jaipur citizens," International Journal of Business Excellence, Inderscience Enterprises Ltd, vol. 25(1), pages 75-96.
    • Handle: RePEc:ids:ijbexc:v:25:y:2021:i:1:p:75-96
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=118179
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijbexc:v:25:y:2021:i:1:p:75-96. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=291 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.