Impact Of Advertising Appeals, Celebrity Endorsement And Retailers Effort Towards Green Purchase Behavior- A Special Reference To Bangalore City

Advertisements and the role of retailers play a major role in promoting a product to the customer. A product like green product especially needs a strong advertisement and the retailers need to educate the customers about the product. The present study aimed to find out the most influential appeal for a customer, impact of celebrity endorsement on green purchase, retailers effort on green marketing and the level of satisfaction of the customers towards such efforts. A total of 1061 respondents were selected for the study. Statistical tools like mean score, chi-square, Kruskal-wallis test, Mann-Whitney test and correlation analysis was used to analyze the data. The finding of the study revealed that brand appeal can be effective to induce the customers to purchase green products. The study also found that celebrities can create a positive impact on the green purchase of customers and it was observed that customers are not satisfied with the retailers’ effort towards green marketing. Research implications have been discussed based on the findings.