Customer Perception of Green Advertising in The Context of Eco-Friendly FMCGs

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.