A Study on the Influence of Green Advertising on the Consumer View of Green Technology and Sustainability: With Special Reference to Millennials in India.

Abstract

This study examines how green advertising affects Indian millennials' views of green technology and sustainable practises and their likely to adopt them. This research examines how Indian millennials perceive and embrace green technologies and sustainable practises after seeing green ads. This research used structured questionnaires to collect primary data. The sample consisted of Indian 20- and 30-year-olds who had seen eco-friendly product ads. This study considered perception of green technology, adoption of sustainable practises, level of awareness and comprehension of green advertising, different types of green advertising strategies, key factors that motivate adoption of green technology and sustainable practises, influence of green advertising campaigns on motivating factors, and demographic variables. This study analysed data using two statistical approaches. Many-variable correlation and regression analysis are examples. The research found that informative, emotive, and comparison environmental advertising can influence millennials to adopt environmentally friendly technologies and sustainable practises. The research also examines how green advertising may influence millennials in India to choose environmentally friendly technologies.