ADVERTISING ATTITUDE, GREEN PURCHASE INTENTION AND ENVIRONMENTAL CONCERN: PROMOTING FUNCTIONAL VERSUS EMOTIONAL APPEALS

• Main Author: Nabilla, Fatin
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/42190
• Institution: Institut Teknologi Bandung

The inadequacy of information related to green purchase intention makes it essential for marketers to understand consumer behaviour towards green advertising especially in Indonesia, where the trend is still new. Acknowledging this research gap, this study aimed to investigate the influence of different green ads by testing on whether the ads generate green purchase intention by shaping advertising attitudes. In addition, the moderating role of high or low levels of the participants’ environmental concern is also considered. This research compares the effects of four types of advertisements: a functional green ad promoting the environmental benefits of a product, an emotional green ad employing a visual representation of pleasant natural scenery, a combined-type green ad that unites both functional and emotional attributes, and a control ad. Data collection through online questionnaires was obtained from 143 Indonesian youth and this was done by way of convenience sampling approach. Using separate univariate regression analysis, the findings of the experimental study suggest that functional, emotional and combined-type green ads all significantly enhance green purchase intention by shaping ad attitudes, where the functional ad displays itself as the most effective appeal out of the rest. These effects do depend on the participants’ level of environmental concern, shown by the significant moderating role of high environmental concern towards functional ads and the significant moderating role of low environmental concern towards emotional ads. The reason behind this research outcome is proposed to be due to the participants' avoidance of greenwashing which the future scope can explore more about; especially for the Indonesian sample as research on green marketing in Indonesia is relatively scant compared to other Asian and Western works.