Interpreting green advertising messages: a perspective of environmentally-informed consumers in Kenya

Abstract

The objective of this study was to examine the environmentally-informed consumers’ interpretation of green product advertising messages. The increasing awareness of environmental issues and diet related diseases resulting from use of unhealthy products has contributed to the growth of green-conscious consumers. This has prompted businesses to invest in green advertising (Ottman, 2003; Guber, 2003& Karna et al, 2001). Studies by Lee (2013) and Yates (2009) reveal that consumers have difficulty in understanding green label messages. However, the studies were carried out among general consumer populations that did not have special interest in environmental issues and this could explain the difficulty in understanding the messages. Therefore, this study sought to investigate the views of consumers who are experts or students of environmental studies and were presumed to have a good understanding of issues related to green-consciousness so as to establish their interpretation of green advertising messages.