Communicating Sustainability through Green Advertising: Analyzing its effectiveness in shaping consumer perception
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Abstract
Green advertisements have emerged as a strategic tool for the brands to promote environmental sustainability. The brands advertise their commitment to sustainability and convince the environmentally sensitive customer. However, the consumers skepticism towards green washing might make this effort look like an exaggeration of the environmental claims by the companies. This study aims to understand if the green advertisements are successful in convincing the customers about its credibility and the extent to which it can influence the customer in making sustainable choices. The study analyses the rhetorical elements like ethos, pathos and logos employed in green advertisements to engage the target audience, while also identifying the prevalent themes within these advertisements. The impact of these advertisements and the potential barriers encountered by the consumers in adopting eco-friendly practices was identified through Focus Group Discussion involving participants representing different age groups and backgrounds.
Due to the consumer centric approach it is important for the brands to stay up to date with the consumer trends and behaviour. This study has uncovered the effectiveness of the consumerism tools like green advertisements in promoting environmental sustainability. It will provide valuable recommendations for the brand to build stronger consumer trust.
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