Influence of Print Advertisements of Green Durables on Consumers: Empirical Findings

Abstract

Green consumerism or positive orientation towards their use is increasing day by day. Consumers have not only the positive attitude towards their use but also they are willing to pay the premium and thus support the cause of environmental protection which they value. The objective of this study is to assess the influence of print advertisements of green durables on consumers. Both rural and urban respondents were selected for the study and in total 540 respondents were surveyed in selected districts of Punjab. Using structured questionnaire which was administered personally to the respondents it is found that print advertisements of green durables influence consumers across four dimensions of awareness and product consciousness; trustworthiness, impulse purchase and purchase behaviour.