Exploring Skepticism Toward Green Advertising: An ISM Approach

There has been almost the analogous evolution of the phenomenon of green marketing and advertising across the globe though same is not so evident in consumption of environment friendly/green products. The premise of this research is centered upon the domain of green advertising wherein individuals though environment-conscious, tend to be skeptical about green advertising subsequently affecting their attitude and furthering their intention to purchase and consume green products. A group of ten experts with varied background were pooled in and introduced to the variables, identified through an extensive literature review, for exploring the contextual relationships. Interpretive Structural Modeling (ISM) and MICMAC analysis was further employed to conceptualize the inter-relationship between/among these variables. Based on driving power and dependence of respective variable, a framework signifying antecedents to skepticism toward green advertising, is conceptualized and proposed. The present study consolidates and suggests a conceptual framework to understand antecedents leading to skepticism towards green advertising. It is an exploratory research and not the conclusive. Though it proposes a research framework but the same is subject to empirical investigation.