An Investigation of Cognizance and Approval of Green Advertising by Adolescents in Lucknow City

Abstract

Today the major concern in the world is the environment. Corporate and government is trying to create awareness about the green environment among young consumers by using various tools. One of the important tools used to create awareness about the green environment is green advertising. The study is conducted with two objectives. The first objective of the study is to explore the awareness about green advertising among young consumers of Lucknow city and the second objective is to analyze the impact of green advertising on the behavior of young consumers in Lucknow city. The literature was collected using different databases such as EBSCO and Jstor. The sample size determined for the study is 384 respondents using the formula of an infinite population. Only 223 responses were received out of the targeted sample size of 384 respondents. The primary data collected using a structured questionnaire. The questionnaire was filled using convenience sampling. The statistical tool used for the analysis is descriptive statistics and one-way ANOVA. The results indicate that young consumers are aware of the green advertising in Lucknow city and green advertising has a significant impact on the behavior of young consumers of Lucknow City.