The Green Persuasion: Unravelling the Effect of Sustainable Advertisement on Young Consumers

Abstract

As the growing concern for environmental protection and sustainable living continues to rise, there is a notable shift occurring in consumption patterns. To meet the needs of present and future generations, it is crucial to consume in an environmentally friendly and responsible manner. The examination of sustainable consumption's influence on consumer behavior and the utilization of ecologically friendly products is increasingly garnering research interest. The realms of advertising and media have consistently exerted significant influence over consumer decision-making and consumption patterns. It is necessary to conduct research on how sustainable advertising impacts the consumption behaviors exhibited by consumers. The objective of this research paper is to analyze the process of sustainable advertising and its effect on the promotion of sustainable consumption among Indian consumers. The collection of primary data was conducted through in-depth interviews with the customers. The researchers employed the convenience sampling technique to select participants for the purpose of gathering primary data. The results of the study indicated that there are three key components of sustainable advertising, which are recognition, reinforcement, and retention. The findings suggested three phases of sustainable communication such as Recognition, Reinforcement and Retention. These findings explain the phenomenon through S-O-R theory. Furthermore, the study suggests theoretical and practical implications to researchers and managers.