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

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