The Impact Of Ecofriendly Businesses And Their Advertisements On Consumers

Abstract

Introduction: Eco-friendly products have gained increasing prominence due to the pressing need to conserve limited resources, reduce carbon footprints, and minimize environmental degradation. Such products are typically manufactured using energy-efficient processes, sustainably sourced raw materials, and eco-friendly packaging. Although businesses are increasingly offering eco-friendly alternatives, consumers often face confusion in purchase decisions due to factors such as availability, advertising, and premium pricing. This study aims to examine the impact of these variables on consumer awareness, decision-making, and willingness to pay for eco-friendly products.
Method: The study employed a primary data collection approach using a structured questionnaire, distributed through convenience sampling. A total of 113 valid responses were obtained. The questionnaire included close-ended items related to awareness, advertising influence, and willingness to pay premium prices for eco-friendly products. Data were analysed using descriptive statistics, correlation, and regression techniques to assess relationships among the variables.
Results: Findings reveal that consumers possess considerable awareness of sustainable practices such as reduce, reuse, and recycle. However, advertising credibility significantly influences trust, as concerns about “greenwashing” discourage purchase intentions. Premium pricing emerged as a critical factor, with many respondents willing to pay higher prices when products were perceived as genuinely beneficial to the environment. Results also indicate that awareness, advertising, and pricing collectively exert a significant impact on consumer purchase behaviour.
Discussion: The study underscores the importance of authenticity, transparency, and fair pricing in promoting eco-friendly products. Businesses must prioritize credible communication to overcome consumer scepticism and build trust. Furthermore, strategic pricing that reflects both sustainability value and consumer willingness to pay can enhance adoption rates. Overall, the research highlights that effective marketing of eco-friendly products requires integrating awareness-building, genuine advertising, and responsible pricing to encourage sustainable consumption behavior.