Keyword : Green Advertising .Youth .Behaviour .Clean Environment
Author(s) : Michael Ukonu; Moses Chukwubuikem Ani & Godfrey Akhile
Abstract :
Environmental sustainability has been a global issue and this has made some companies to join the train of green advertising. The indiscriminate dumping of refuse on the streets and road leads to the assumption that Nigerians (especially the youth) have not come to terms with the urgent need to achieve environmental sustainability through clean environment. This paper looks at the influence of green advertising on youth behaviour towards clean environment. Using the survey method, 291 respondents were selected and sampled in three South-South states (i.e. Edo, Delta and Rivers States). There was also a content analysis of green advertising messages on selected disposable products. Findings indicate that youths are aware of the need for clean environment, but this has not positively affected their behaviour. Personal contact with green advertising messages on products ranked higher than the mass media as sources of green advertising for the respondents. The media served more as a reinforcement tool in internalizing green advertising messages. Table water products were more likely than canned fruit drinks to contain green advertising messages. However, message illegibility hampered effective consumption of green advertising messages. The paper recommends that green advertising messages should be visible and have pictorial representation for nonliterate consumers of disposable products.
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