Green Claims and Detrimental Outcomes: An Analytical Approach

Main Article Content

Dr. Biju. B,Dr. Jubi. R

Abstract

Purpose- The literature reveals that In India, the demand for green products is increasing due to the ecological consciousness of consumers. However, consumers are sceptical towards the claims of green advertisements. It means the consumers belief contradicts with the claims of such advertisements.  Therefore, the purpose of this paper is to explore the factors underlying the green product belief of consumers and to ascertain the relationship between consumer belief and deceptive green advertisement claims.


Design/methodology/approach- It is an empirical study. Eight-research hypothesis were postulated based on literature review. Judgemental sampling method has been adopted to select a sample of 150 respondents for the study. The study is conducted in Kollam corporation area.  Exploratory factor analysis and path analysis were used to analyse the data.


Findings-The result showed that consumers favoured green products that are made of natural ingredients. Moreover, they conceived that green products must be recyclable, reusable or biodegradable. The study reveals that social factors not only moderate consumer belief about green products but also it reinforces them to believe that green advertisement claims are deceptive. The study also reveals that the consumers are influenced by their predisposed belief about green products in the evaluation of green claims and it result them to finalize the deceptive claims.


Research implications- The implication of research demands that deceptiveness should be managed by controlling the variables identified in the study. If so, it will result the sustainable demand for green products with reliable green claims.


Originality/value-The research provides valuable information about variables that create the consumer deceptiveness towards green advertisement claims.

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