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

  • Rumman Hassan University of New England, Australia
  • Fredy Valenzuela University of New England, Australia

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. Keywords: Green marketing, Green products, Green advertising, Fast Moving Consumer Goods, Trust To cite this document: Rumman Hassan and Fredy Valenzuela, "A Comparison of the Influence of Personal and Cultural Values on the Consumption of Luxury Goods across Arab Regions: Levant versus Gulf", Contemporary Management Research, Vol.12, No.2, pp. 169-182, 2016. Permanent link to this document: http://dx.doi.org/10.7903/cmr.14796

Author Biographies

Rumman Hassan, University of New England, Australia
Associate Lecturer in Marketing UNE Business School University of New England, Australia
Fredy Valenzuela, University of New England, Australia
Associate Professor in Marketing UNE Business School University of New England, Australia
Published
2016-06-23
How to Cite
Hassan, R., & Valenzuela, F. (2016). Customer Perception of Green Advertising in The Context of Eco-Friendly FMCGs. Contemporary Management Research, 12(2). https://doi.org/10.7903/cmr.14796
Section
Marketing