dc.description.abstract | This study sought to explore the contribution of green advertising in the construction of
corporate identity with a focus on the views of environmentally-informed consumers in
Kenya. The study objectives were: to examine the environmentally-informed consumers‟
interpretation of green product advertising messages, to analyze the role of green product
advertising messages in the consumers‟ purchase decisions, to investigate the
contribution of green product advertising to the construction of corporate identity and to
determine the purpose of green product advertising messages in Kenya. This study was
informed by the Elaboration Likelihood Theory, the Corporate Identity Theory and The
Communication Theory of Identity. Guided by the pragmatic paradigm, this study was
based on an exploratory mixed method approach. A quantitative survey was conducted
across three strata: undergraduate, masters and PhD students. The data was collected
through in-depth interviews involving 16 informants drawn from Unilever-Kenya, Kapa
Oil Refineries and Bidco Oil Company, the Competition Authority of Kenya and
academic staff at the University of Nairobi. Two focus group discussions each
comprising 6 participants were conducted. In the analysis and presentation of data, the
convergent parallel design of data treatment was used. Quantitative data was analyzed
using descriptive statistics and presented in form of frequency tables, cross tables and bar
graphs while qualitative data was presented in narrative form. Results revealed that green
messages among the environmentally-informed consumers do not have a clear universal
meaning. Consumer purchase decisions were mainly influenced by health benefits and
the price while the environmental impact of the product had little influence. Green
messages were ambiguous and lacked elaboration hence difficult to understand. As a
result, companies did not achieve a green identity through the messages. The study
recommends that companies should move away from touting their products as green by
mere use of green jargon and embrace a total green behavior in all their operations in
order to build a credible green identity. There is need to integrate disciplines (such as
environmental studies and communication) so as to facilitate practical solutions in the
industry especially in addressing green issues.
Key words: Green advertising, corporate identity, greenwashing, consumers, green
consumerism, green messages. | en_US |