Environmental Attitudes and Environmentally Sensitive Television Commercials

Abstract

Environmental problems have been increasingly relevant for consumers and companies. Consumers with strong ecocentric attitudes prefer to purchase green products. Companies that are aware of the change develop new marketing strategies. Some of these companies focus on innovation in the products, while others focus on promotion. While it may not be possible for companies to convert every product to a green product, every company can carry out a green marketing promotion strategy. The commercial is the most effective of these strategies with many functions, including raising awareness and providing information. The aim of this research is to examine the relationships between variables on the basis of environmental attitudes and to investigate the effect of a TV commercial with an emphasis on environmental sensitivity through a structural model. A survey was conducted with 579 participants within the scope of the research. The partial least squares (PLS) method was used to examine the relationships within the models established during the analysis phase. In this study, the Finish brand dishwasher detergent commercial shown on TV channels in Turkey was evaluated within the scope of a structural model. The commercial variable was used as a moderator in the model. The content of the commercial subject to the research is related to environmental sensitivity. In the commercial, it is recommended that consumers place dishes in the dishwasher without prewashing the dishes for less water consumption. Our research results reveal that the environmentally sensitive commercial has a moderating effect between ecocentric attitude and brand trust.