1Assistant Professor, Management, GLA University, 17ne, NH-2, Mathura-Delhi Road, Chaumuhan, Mathura-281406, U.P.
2Head, School of Management, Jiwaji University, Gwalior, Madhya Pradesh, India
In this research we studied the effect of green advertisement on customer attitude and find weather there is a difference in green advertisement attitude in lowinvolved and high-involved customers. In this research work, we compare the low-involved and high-involved customer cognitive response and effective response towards advertisement and also examine the importance of certain green advertising themes that the customer will consider. In this study, we cover themes such as green labels, recycling symbols, green image, green trust and others.
Total size of sample is 210 and sampling technique is random sampling. This research study indicates the difference in the attitude of customer towards green advertising between the low-involved customers and high-involved customers. The customers who are highly involved shows more regards for the green advertising, and the customers who are not so significantly involved in the green advertising shows strong disregards. The result of the study provides useful information for the selection of themes for the advertisement.
Here we use different advertising themes and try to identify the importance of these different advertising themes for both low-involve and high-involve customers. One important thing is that low-involved customers promote the corporate image as compared with the high-involved customer.
So it is important that whatever claims you are making in the advertisement must be correct and companies ready to face the challenge from the customer at any point of time. So, green advertisement is more complex and sensitive as compared with traditional advertisement.
Green advertising, Green marketing, Lowinvolved customers, High-involved customers
