Green advertising and its influence on brand loyalty in the FMCG market in Durban North

Abstract

This dissertation is that of a small-scale study investigating the influence green advertising has on brand loyalty, specifically in the FMCG market in the Durban North area. Green advertising refers to the intention to explain product offerings and other product-related information with the appeal of nature-friendly messages and environmental sustainability. The objective of this research was to gain insights into the influence green advertising had on consumers’ brand loyalty by conducting a review of various literary works from past authors. The research was that of a qualitative nature where five in-depth interviews were conducted where respondents were asked a series of questions.

The findings revealed that consumers tried to be eco-friendly in their daily lives, however they found it difficult to become aware of and purchase green products. It can be concluded that consumers lacked education when purchasing green products. Furthermore, the findings showed that consumers may have a level of scepticism toward green advertising and favoured brands who were transparent in their communications. Results also revealed that consumers were willing to pay more for a green product, however the higher price had to be justifiable. It can be concluded that green advertising does influence brand loyalty positively, provided that the brand is transparent in their communications. Though the research is of a small-scale and cannot be generalised, the findings and insights provided could educate brands on the importance of green practices and utilising truthful green advertising methods.