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Consumer Perception towards Effectiveness of Green Communication Strategies: An Exploratory Study


Affiliations
1 Department of Management, I.K. Gujral Punjab Technical University, Kapurthala, India
2 Department of Business Management, Guru Nanak Dev University, Gurdaspur, India
     

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Organizations worldwide are focusing on developing green marketing strategies with a specific focus on communicating the ecological safety component of green products to the consumers and thereby creating awareness regarding the benefits of green products in the society. Effectiveness of green communication strategies lies in their ability to ensure the ecological safety of the product. The present study was carried out to investigate consumers' perception regarding effectiveness of green communication strategies used by the companies for promoting green products. For this purpose, the present study considered four communication strategies viz. 'Advertisements using Green Themes', 'Self Explanatory Labels', Educational Campaigns' and 'Certifications'. Educational Campaigns were perceived as the most effective green marketing strategy. The study also explored major factors affecting effectiveness of the green communication strategies.


Keywords

Green Marketing, Green Communication Strategies, Green Advertisements, Environmental Labels, Educational Campaigns.
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  • Consumer Perception towards Effectiveness of Green Communication Strategies: An Exploratory Study

Abstract Views: 285  |  PDF Views: 1

Authors

Pooja Mehta
Department of Management, I.K. Gujral Punjab Technical University, Kapurthala, India
Harpreet Singh Chahal
Department of Business Management, Guru Nanak Dev University, Gurdaspur, India

Abstract


Organizations worldwide are focusing on developing green marketing strategies with a specific focus on communicating the ecological safety component of green products to the consumers and thereby creating awareness regarding the benefits of green products in the society. Effectiveness of green communication strategies lies in their ability to ensure the ecological safety of the product. The present study was carried out to investigate consumers' perception regarding effectiveness of green communication strategies used by the companies for promoting green products. For this purpose, the present study considered four communication strategies viz. 'Advertisements using Green Themes', 'Self Explanatory Labels', Educational Campaigns' and 'Certifications'. Educational Campaigns were perceived as the most effective green marketing strategy. The study also explored major factors affecting effectiveness of the green communication strategies.


Keywords


Green Marketing, Green Communication Strategies, Green Advertisements, Environmental Labels, Educational Campaigns.

References