An Empirical Investigation Into The Influence Of Green Advertising On Brand Loyalty | Komal Nagar

The concept of green marketing 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 advertising on brand trust and brand loyalty. A key question is that if a customer?s attitude toward green advertising is positive, does that influence their trust in the brand and eventually lead to loyalty among consumers? Despite previous studies on ?Green Issues?, little research has been done to investigate the relationship between consumer?s attitude toward green advertising and brand loyalty with the mediating effect of brand trust. The study uses an 11-item scale for green advertising and a 4-item scale for brand loyalty adapted from Haytko and Matulich (2008). Brand trust scale included 8-items adapted from Delgado-Ballester (2004). All the items were measured on a 5-point Likert scale. Findings from a survey of 180 consumers suggest that consumers exhibiting a positive attitude toward green advertising imposed trust in the brand. The study also found that consumers are willing to pay more for these types of products and are loyal to them. A future study may extend the present research to study other consumer behaviors in response to green advertising, such as, intention to purchase and perceived quality.