In the past, companies did not notice the consequences and impacts of the production as they were only responsible for delivering a product with a high quality at the lowest price. This is changed due to a lack of resources, intense competition (Irandusth & Roozbahani, 2014), and an increasing concern about the environment among consumers (Nagar, 2016).
The increasing environmental-friendly mindsets keep changing the basic habits of consumers (Stisser, 1994) and it shows in their lifestyle choices and everyday behaviour. For that reason, it is no longer an option for companies whether or not to support the external green environmental trend, but it should be a crucial part of every company, and environmental-friendly selling points of products should be essential in the digital branding (Mo et al., 2018).
What is Green Advertising?
Green advertising is everything from promoting environmental responsibilities in public events, claims of environmental-friendly products, to brand images emphasizing environmental credentials (Hartmann & Apalaza-Ibáñez, 2009). Green advertising can be defined as (Mo et al., 2018, p. 369):
‘‘Any ad that meets one or more of the following criteria: (a) explicitly or implicitly addresses the relationship between a product/service and the biophysical environment, (b) promotes a green lifestyle with or without highlighting a product/service, and (c) presents a corporate image of environmental responsibility’.’
It is proven that consumers with a higher level of green purchasing behaviour are more likely to use social media (Nyilasy & Gangadharbatla, 2016). This has been linked to a greater need to belong or collectivism among these consumers. For that reason, green advertisements will work better on social media platforms than traditional media platforms like newspapers. Social media offers a more blurred line between informational- and entertainment-focussed media content, and as result, green advertisements on a platform like YouTube will be as effective as a banner on an online newspaper.
What is Next?
To reach green consumers it is crucial to develop a digital branding strategy with an incorporated plan for green advertisements on social media platforms. If you need help or have any questions, leave a comment or contact me.
