Abstract
This study proposes the consumer related positive impacts of Green Advertisement and Green Brand Awareness on Green Satisfaction and how such satisfaction can be achieved with mediating role of Buying Behavior towards green products. The research objective of study is to analyze as how customers are satisfied by pre purchase and post purchase behavior regarding purchase of green products with effects of green advertisements and green brand awareness. To fulfill the purpose of this study a quantitative research approach (Non probability sampling technique) has been used. A questionnaire consisting of 207 respondents was distributed manually among environmental concerned consumers in order to study the relationship between above stated variables. The results show an overall positive relationship and influence among green advertisement, green brand awareness and green satisfaction. Companies tend to adopt green advertisement strategies should avoid false environmental claims in their ads in order to create positive green brand awareness that will result in prompting buying behavior and green Satisfaction. Advertisers should use environmental claims in their advertisements according to context and culture of a specific region and pricing the green products according to purchasing capacity of the people. Moreover if sincere actions are taken regarding green advertisements in daily use green products then it can result in increasing the environmental benefits and market shares of companies.
Muhammad Zubair Tariq,. (2014) Impact of Green Advertisement and Green Brand Awareness on Green Satisfaction with Mediating Effect of Buying Behavior , Journal of Managerial Sciences, Volume 8, Issue 2.
-
Views
459 -
Downloads
71
Previous Article
