Author(s): M B Prasad, Saritha Satpathy
It is an established fact that the importance of environment has increased in the world and it has affected marketing strategies in a big way, especially in industries which are environmentally sensitive like the petroleum industry. This study offers empirical research that examines the role of green advertising in shaping consumer perceptions about branded fuels. Green advertising, a campaign stressing environmentally friendly practices and sustainability claims is one of the most important means for a fuel company to influence their brand image and consumer attitudes. The main aim of this study is to investigate the influence of green advertising on the perception of the consumers, more specifically on the consumers' perception concerning the dimensions of the environmental awareness, brand trust and perceived credibility in the advertising messages. The study is of a quantitative type and primary data were collected from the consumers of branded fuels by using a structured questionnaire. To test the proposed relationships among variables, statistical techniques such as regression analysis and mediation analysis are used. This study examines the impact of green advertising strategies on consumer perception, consumer trust in the brand, and purchase decisions within the fuel industry. The research will probably take a quantitative empirical research method, and survey consumers about their reactions to the environmental claims in advertising, then analyse the data for trends in consumers' perceived reliability and brand image. Consumer response depends on “greenness” of the product, such as energy efficiency and lesser environmental damage. These effects on perception are further moderated by green trust, credibility of advertisement and perceived value.