CONSUMER PSYCHOLOGY IN GREEN ADVERTISING (SDG 12 RESPONSIBLE CONSUMPTION & PRODUCTION)

Povzetek

This study explores the role of consumer psychology in shaping responses to green advertising within the framework of Sustainable Development Goal 12: Responsible Consumption and Production. Green advertising, encompassing eco-labels, environmental claims, and sustainability-driven campaigns, seeks to influence consumer awareness, attitudes, and purchasing behavior toward environmentally responsible choices. However, the effectiveness of such advertising is deeply rooted in psychological factors such as values, beliefs, social norms, motivations, and perceptions of credibility. Theories like the Theory of Planned Behavior and Cognitive Dissonance highlight the importance of both rational evaluations and emotional connections in decision-making, while challenges such as greenwashing often undermine consumer trust. By examining how consumers cognitively and emotionally engage with green messages, this research emphasizes the potential of authentic and persuasive advertising to foster behavioral change, reduce skepticism, and encourage sustainable consumption practices aligned with SDG 12’s vision of ecological balance.