Green advertising, green brand image and green awareness for environmental products

3rd Annual Applied Science and Engineering Conference

工业技术;自然科学

Alamsyah, D.P.^1 ; Suhartini, T.^1 ; Rahayu, Y.^1 ; Setyawati, I.^2 ; Hariyanto, O.I.B.^3

Universitas Bina Sarana Informatika, Bandung, Indonesia^1

University of Bhayangkara Jakarta Raya, Jakarta, Indonesia^2

AKPAR Bina Sarana Informatika Bandung, Bandung, Indonesia^3

关键词: Brand image;    Customer behaviour;    Environmental products;    Environmental-friendly;    Environmentally friendly products;   

Others  :  https://iopscience.iop.org/article/10.1088/1757-899X/434/1/012160/pdf
DOI  :  10.1088/1757-899X/434/1/012160

来源: IOP

【 摘 要 】

The study aims to review the correlation of green advertising, green brand image and customer green awareness on environmentally friendly products. Experiment is conducted to 102 customers of supermarket in Bandung City who have experience on friendly products. The study result is found that green awareness can be improved by implementation of green advertising, it is different case with green brand image that has less attention from customer. It is known that green brand image is not always become the major case in controlling customer behaviour on environmental friendly products.