How Green Advertising Affects Consumer Attitudes and Purchasing Intentions for the Chinese Smartphone Industry (Thesis Sample)

TITLE PAGE How Green Advertising Affects Consumer Attitudes and Purchasing Intentions for the Chinese Smartphone Industry Course Author Date ABSTRACT Rapid global economic development, the emergence of numerous environmental issues such as climate change, and shifts in consumer consumption concepts have rendered traditional marketing models inadequate to the needs of businesses in today's cutthroat business environment. To capture the interest of potential buyers, businesses have started focusing on eco-friendly advertising. Over time, green advertising has grown in significance inside the business. Ad campaigns that emphasise environmental conservation and green consumption have become more common as businesses try to win over environmentally conscious customers. In this context, this thesis investigates green advertising's role in consumers' environmental focus, how it affects their perception of value, and how green advertising regulations affect consumers' intentions to purchase. The following findings are drawn from the analysis: Green advertising campaigns substantially influence consumers' green purchasing intentions. The relationship between green advertising and green consumer behaviour is mediated by-product attitude. The study's findings add depth to the theoretical literature on green advertising and consumption and point the way for further research to help governments and businesses encourage green consumption. Finally, the study suggests future research topics to address the gaps in the existing literature. Keywords Green advertising, Green Products, Ecofriendly, Green Marketing, Consumer attitudes and beliefs, Purchase intention green advertising, Ecological marketing, Sustainability Contents TOC \o "1-3" \h \z \u TITLE PAGE PAGEREF _Toc142830908 \h 1ABSTRACT PAGEREF _Toc142830909 \h 2Keywords PAGEREF _Toc142830910 \h 2CHAPTER ONE PAGEREF _Toc142830911 \h 5Introduction PAGEREF _Toc142830912 \h 5Background of the Research PAGEREF _Toc142830913 \h 5Green marketing PAGEREF _Toc142830914 \h 5The Chinese Mobile Phone Industry PAGEREF _Toc142830915 \h 6Problem Statement PAGEREF _Toc142830916 \h 6Research Objectives PAGEREF _Toc142830917 \h 7Research Aims PAGEREF _Toc142830918 \h 7CHAPTER TWO PAGEREF _Toc142830919 \h 8Introduction PAGEREF _Toc142830920 \h 8Background PAGEREF _Toc142830921 \h 8Definition of green product PAGEREF _Toc142830922 \h 8The Meaning of Green Advertising PAGEREF _Toc142830923 \h 9Execution of Green Advertising PAGEREF _Toc142830924 \h 11Defining Features of Green Advertising PAGEREF _Toc142830925 \h 12Green Product Purchase Intention Attitudes PAGEREF _Toc142830926 \h 13Purchase Intention and Green Advertising Attribute PAGEREF _Toc142830927 \h 14Green Development Trend of Smartphone Brands in China PAGEREF _Toc142830928 \h 15Xiaomi Green Marketing of Smartphones in China PAGEREF _Toc142830929 \h 16Huawei green marketing Efforts PAGEREF _Toc142830930 \h 17Key Themes in the Literature Review PAGEREF _Toc142830931 \h 18CHAPTER THREE PAGEREF _Toc142830932 \h 19Methodology PAGEREF _Toc142830933 \h 19CHAPTER FOUR PAGEREF _Toc142830934 \h 21Findings and Discussion PAGEREF _Toc142830935 \h 21Analysis of Personal Characteristics PAGEREF _Toc142830936 \h 21Analysis of innovative product characteristics PAGEREF _Toc142830937 \h 27CHAPTER FIVE PAGEREF _Toc142830938 \h 29Discussion PAGEREF _Toc142830939 \h 29Consumer Attitudes Towards Green Smartphones PAGEREF _Toc142830940 \h 30Green Advertising Appeals and Consumer Skepticism PAGEREF _Toc142830941 \h 31Moderating Factors in the Chinese Green Smartphone Segment PAGEREF _Toc142830942 \h 32Case Study Analysis PAGEREF _Toc142830943 \h 32CHAPTER SIX PAGEREF _Toc142830944 \h 32Conclusion PAGEREF _Toc142830945 \h 32Reference List PAGEREF _Toc142830946 \h 34 CHAPTER ONE Introduction The ecological environment has been receiving growing attention from the public as environmental concerns have gotten more serious (De Canio et al., 2021). Consumers are becoming more attuned to the nuances of the ecological effect of their lifestyle choices; people are increasingly interested in eco-friendly options (Harjadi and Gunardi, 2022). Sustainable and Green development is gaining traction in the commodities market due to the shift in consumer priorities (Kemper and Ballantine, 2019). Although environmentally friendly goods have yet to capture a significant portion of the market, businesses are becoming more conscious of the need to cultivate green marketplaces to remain competitive in light of customers' growing environmental consciousness. As a result, many corporations are developing eco-friendly new products. Better options mean happier shoppers. Numerous factors and comparisons come into play, influencing customers' propensity to buy conventional and environmentally friendly goods. Numerous studies have examined the effects of green advertising on consumers' attitudes and purchases. More and more researchers are focusing on what motivates customers to choose environmentally friendly items, focusing on the factors influencing consumers' green buying intentions. This research article examines the existing literature to understand better the most recent aspects that impact customers' green purchasing intentions. Background of the Research Green marketing Green marketing's fundamental goal is to encourage consumers to adhere to the green consumption philosophy of minimising waste, reducing energy use, and cutting down on material possessions., which also seeks to usher in a new advertising concept based on a more balanced relationship between humans and the natural and economic worlds (Jain and Hyde). The sustainable development approach replaces an older model of development that focuses only on financial expansion with one that considers the needs of future generations and the planet as a whole. With such far-reaching effects, it's imperative that advertising adheres to the principles of sustainable development by prioritising people before products (Jain and Hyde). Green advertising's basic concept is that it should work for people's all-around improvement, not simply their financial gain. The Chinese Mobile Phone Industry The Chinese mobile phone industry may be small, but manufacturers are increasingly broadening their product lines. The Chinese mobile phone industry is becoming more saturated, necessitating innovative strategies for brand promotion. For instance, (Zhu and Gao, 2019) argued that, from a technological perspective, multiple levels of precision marketing targeting are required. Green environmental protection is becoming more critical to today's consumers, who are more likely to support green goods (Arli et al., 2018). Consumers were mystified and perplexed when a foreign mobile phone manufacturer adopted environmental conservation as a motto and recommended doing away with the complementary charger (Prasanth et al., 2018). Later, a local mobile phone company similarly scrapped the arbitrary charger, sparking more debate. Consumers' bafflement and contentious debates positively affect Chinese mobile phone sales. Environmental conservation was a priority during the formative years of mobile phone brand creation (Prasanth et al., 2018), but this wasn't always represented in advertising. Many popular smartphone manufacturers have adopted eco-friendly designs (Prasanth et al., 2018). They're a crucial marketing strategy for growing their customer base since they're willing to take the lead on social responsibility issues and promote people's ability to thrive in a changing world. How consumers see consumption will evolve. As consumption concepts shift, green marketing will also be a critical strategy for developing mobile phone brands. In the context of promoting sustainable development, green development is a challenge we must face head-on. As the global population's reliance on mobile phones grows, so does concern about the potential adverse effects of this technology on the environment. However, there are significant issues with protecting the domain from using mobile phones and other electrical items. However, mobile phone brand promotion has hit a wall and needs fresh approaches. The growth of mobile phone companies and the amelioration of environmental issues are aided by green marketing. The evolution of mobile phone manufacturers has shifted from initially ignoring ecological protection issues to actively working to address them. Mobile phone manufacturers must now include green environmental protection as part of their product roadmaps. Problem Statement Consumers are increasingly interested in eco-friendly options as environmental concerns have become more serious. Mobile phone manufacturers are broadening product lines and adopting eco-friendly designs to appeal to consumers' growing environmental consciousness. However, consumers have been mystified and perplexed by mobile phone companies promoting environmental conservation in marketing. Green marketing's goal is to encourage green consumption philosophy. Many factors influence consumers' propensity to buy conventional and eco-friendly goods. Green branding and green marketing will favour buyers as consumption concepts shift. While numerous studies have examined green marketing's effects, a comprehensive examination of factors influencing consumers' green purchase intentions for mobile phones in China is needed. The problem is a lack of understanding of Chinese consumers' attitudes and purchase intentions towards green mobile phones and how green marketing impacts them. Research Objectives * Examine consumer attitudes towards green smartphones. * Identify factors that influence consumers' intentions to purchase green mobile phones. * Analyse the effects of different green marketing strategies on consumers' attitudes and purchase intentions for green mobile phones. * Investigate the role of green brand image in driving the adoption of eco-...