THE IMPACT OF GREEN ADVERTISEMENTS ON CONSUMER LIFESTYLE AND AWARENESS

Abstract

The growing awareness of environmental issues has led to an increase in demand for eco-friendly products and services. Businesses have responded to this trend by adopting green marketing strategies, including green advertising. However, the effectiveness of green advertising in influencing consumer behavior is not well understood. This study aims to explore the relationship between green advertisements, consumer lifestyle, and awareness, particularly in urban settings. The study was undertaken in cuddalore district and data were collected from 870 respondents by using convenient sampling method. The results revealed that there is no significant relationship between consumers' lifestyle and green advertisements. Men being more likely to acknowledge the existence of green advertisements compared to women. Urban living has a significant impact on consumer awareness of green advertisements. Urban consumers are more likely to be aware of green advertisements, indicating a higher level of exposure and engagement with eco-friendly products and services. It was concluded that the businesses develop more effective marketing strategies that promote sustainable consumption patterns and drive positive change in consumer behavior. .