Effectiveness of Green Advertising On Clean Environment In South-South Nigeria

Abstract:

The growing consciousness on environmental sustainability has made several companies to join the campaign on green living which is the aim of green advertising. It is on this premise that this study undertakes an assessment of green advertising on clean environment in south-south Nigeria. Using the survey and content analysis methods of research, the researcher sampled 291 respondents randomly selected from three south-south states (i.e. Edo, Delta and Rivers States) and also content analyzed green advertising messages on some selected disposable products. The findings reveal among other things that individuals are conscious of having clean environment with or without green advertising messages on products or through the media. In view of this, the researcher recommends among other things that there is need for audience research to ascertain the best approach to creating impact oriented green advertising.