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DIAS Technology Review

The Institute has a unique distinction of publishing a bi-annual International journal DIAS Technology Review – The International Journal for Business and IT. The Editorial Board comprises of...

ISSN: 2231-2498 Quarterly English Since 2011
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Vol. 12 No. 1 (2015)

Articles 23th Edition of DTR Apr 2015 – Sep 2015
DOI 10.65301/dias.2015.12.1.409

Consumer Responses to Brand Image and Purchase Intention: The Moderating Role of Green and Non Green Appeals in Advertising

Authors
DR
Dr. Komal Nagar
MS
Ms. Shivani Rana
Research Scholar, The Business School, University of Jammu, India
125 Views
71 Downloads
Published 2015-09-30
Pages 8-20
Abstract

The concept of green advertising has assumed many synonyms, each suggesting products  and production processes that consume less energy, recycle materials and reduce waste or  pollution. The present paper examines issues in understanding the role played by green and  non-green advertising on brand Image and Intention to purchase. The research examined  the relationship between attitude towards the ad and brand image and purchase intention  with the moderating effect of type of ads in the context of stationary product. Hypotheses  developed on the basis of literature were developed and tested in two different experiments.  One group considered a “green” appeal which emphasized the environmental attributes of  the product. Another group considered the “non green” appeal for the same product  category. We measured each group's attitude toward the ad and brand image. Results from a  survey of 150 consumers suggest that type of ad significantly moderates the positive relation  between attitude toward the ad and brand image but does not moderate the relation  between ad attitude and purchase intention

Keywords
Green Advertising, Attitude toward Advertising, Brand Image, Intention to Purchase, Moderation
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Dr. Komal Nagar , Ms. Shivani Rana . (2015). Consumer Responses to Brand Image and Purchase Intention: The Moderating Role of Green and Non Green Appeals in Advertising. DIAS Technology Review, 12(1), 8-20.
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