IMPACT OF GREEN ADVERTISEMENT AND ENVIRONMENTAL KNOWLEDGE ON CONSUMERS' INTENTION TO BUY GREEN PRODUCTS

Authors

  • Mirsultanov Ibrokhim,Prof. Dr. Vanessa Gaffar S.E., Ak., MBA, Universitas Pendidikan Indonesia,Master of management student of Universitas Pendidikan Indonesia

Keywords:

green advertising, environmental knowledge, consumer behavior, green products, purchase intention.

Abstract

This article analyzes how green (ecological) advertising and consumers' environmental knowledge affect their intention to purchase green products. The results of the study show that consumers' environmental awareness and green advertising campaigns positively shape consumers' purchasing behavior. Green advertising emphasizes the environmental friendliness of products, creating a positive image in the minds of consumers. At the same time, increasing environmental knowledge strengthens consumers' sense of environmental responsibility and increases the demand for green products.

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References

Chan, R.Y.K. (2001). Determinants of Chinese consumers’ green purchase behavior. Psychology & Marketing, 18(4), 389-413.

Mostafa, M.M. (2007). Gender differences in Egyptian consumers’ green purchase behavior: The effects of environmental knowledge, concern and attitude. International Journal of Consumer Studies, 31(3), 220–229.

D’Souza, C., Taghian, M., Lamb, P., & Peretiatkos, R. (2007). Green decisions: Demographics and consumer understanding of environmental labels. International Journal of Consumer Studies, 31(4), 371–376.

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Published

2025-04-29

How to Cite

Mirsultanov Ibrokhim,Prof. Dr. Vanessa Gaffar. (2025). IMPACT OF GREEN ADVERTISEMENT AND ENVIRONMENTAL KNOWLEDGE ON CONSUMERS’ INTENTION TO BUY GREEN PRODUCTS. Journal of Applied Science and Social Science, 15(04), 502–505. Retrieved from https://www.internationaljournal.co.in/index.php/jasass/article/view/1003

Issue

Vol. 15 No. 04 (2025): Volume 15 Issue 04

Section

Articles

License

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