University Green Advertising Literature Review Report - Marketing

This report provides a literature review on green advertising, exploring its evolution, strategies, and impact on consumer behavior. The paper begins with an introduction to green advertising, defining it as advertising that promotes eco-friendly operations and packaging. It then delves into a literature review, tracing the history of green advertising from the 1970s to its increased prominence in the 1990s, highlighting its role in influencing market methods and consumer perceptions. The report references various studies and statistics, including consumer concerns and the rise of eco-friendly products. It also discusses the challenges and barriers to green advertising, such as government regulations and the need for organizations to fully embrace environmental solutions. The report concludes by emphasizing the importance of green advertising in marketing eco-friendly products and contributing to the existing literature on the subject.

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Green Advertising
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Introduction
Green advertising refers to a particular advertisement aimed at promoting friendly
operations and packaging of goods. The key to such advertisement is how goods are packaged.
The advertisement is based on packaging that is environmentally friendly and which may not
pose any harm to human life in the future. The paper conducts a literature review on green
advertising.
Literature review
Green advertising has been in existence since the 1970s. However, in 1990, more claims
came up concerning the influx of green advertising. The present research shows that green
advertising has been carried out with the main purpose of improving the future market methods
as well as the means of influencing customer perceptions in a successful manner (Mkik, Khouilid
and Aomari, 2016, pp.7). This is clear because the concept of green advertising has to deal with
public doubts that are common around the world, hence making it difficult to pitch advertising
campaigns.
A few categories have been found between the green consumer and sociodemographic.
According to the statics of the national marketing institute (NMI) $230 billion represents
consumers with environmental concerns. The findings have shown that many nations across the
world have recognized that consumers are in support of businesses which they perceive as being
environmentally friendly (Rahim, Zukni, Ahmad and Lyndon, 2012, pp.46). Many
environmental communities are calling for FTC to put in place strict rules on green advertising.
Despite this, implementing more government regulation would pose a chilling impact on an
adviser’s ability to communicate significant and valuable information to consumers. The green

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advertisers have the right to promote their green credentials. More so, it is crucial that
organizations feel obliged to do so to be part of the environmental solution.
Preferably, the most fundamental definition of green advertising recognizes that it is
composed of two tiers. The two tiers recognize green advertising as being green that has a ‘g’
signifying the technical perspective as well as green with ‘G’ taking into account the broader
sustainability concept (Ryan, 2012, pp.22). Many other researchers have researched on different
notions of green advertising also known as ‘shades of green’ and this is essential in gaining
knowledge of green advertising’s contemporary implications. Green advertising’s progression is
characterized by the Dominant Social Paradigm argument from an entirely managerial motive
towards the attainment of the broader social good. However, the key barrier that hinders green
advertising results from the fact that organizations are still implanted in the current social
framework. Thus, these corporations are incapable of escaping green advertising as a complete
profiteering endeavor (Alniacik and Yilmaz, 2012, pp.211). Perhaps, the most extensive study
that critically examines green advertising is the DSP argument because it puts into consideration
political and social theories.
Conclusion
As a result of the increased concern on the environment, there has been an increased
proliferation of products that are eco-friendly. Green advertising has played a crucial role in
marketing these eco-friendly products. Current studies contribute to the literature on green
advertising by applying the concept of eco-friendly goods.

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Bibliography
Alniacik, U. and Yilmaz, C., 2012. The effectiveness of green advertising: influences of claim
specificity, product's environmental relevance and consumers' pro-environmental
orientation. Amfiteatru Economic Journal, 14(31), pp.207-222.
Mkik, S., Khouilid, M. and Aomari, A., 2016. Green Advertising and Environmentally
Consumption: The Level of Awareness and Moroccan Costumer’s Perception. IOSR Journal of
Business and Management, 19(8), pp.1-11.
Rahim, M.H.A., Zukni, R.Z.J.A., Ahmad, F. and Lyndon, N., 2012. Green advertising and
environmentally responsible consumer behavior: The level of awareness and perception of
Malaysian youth. Asian Social Science, 8(5), p.46.
Ryan, T.A., 2012. Understanding green marketing and advertising in consumer society: An
analysis of method cleaning products. Journal of Research for Consumers, 22, pp.18-24.