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"The Power of Green: Examining the Impact of Eco-Advertisement on Brand Image”

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Sukriti Verma
» doi: 10.31838/ecb/2023.12.si6.312


The aim of this research paper is to study impact of eco-advertisement, a green marketing tool on the image of the brand. In the present times, there has been a growing awareness and interest in promoting eco-friendly products and services. One way companies have sought to capitalize on this trend is by advertising their eco-friendly practices. This study seeks to explore the effectiveness of such advertising efforts and their impact on consumers' perceptions of a brand's image. The paper works on deep study of literature relating to Green marketing, eco-advertising and brand image. It then presents the results of a survey of consumers' attitudes towards eco-advertising and their perceptions of brand image taken with reference to QSRs. The survey was administered to a diverse sample of 1000 consumers of Urban Punjab, and the data was analyzed using statistical techniques such as SEM. The results of the study suggest that eco-advertising can have a positive impact on a brand's image, particularly for companies that are perceived as genuine in their commitment to environmental sustainability. Consumers who view eco-advertising as credible and trustworthy are more likely to perceive a brand as socially responsible and environmentally conscious. Overall, this research provides valuable insights into the effectiveness of eco-advertising in shaping consumer perceptions of brand image. Companies can use these findings to develop more effective advertising strategies that capitalize on the growing interest in environmental sustainability and enhance their brand's image in the eyes of consumers

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