An Assessment of the Impact of Green Messages on the Audience of Dhaka City

Abstract

Previous research has shown the impact of various message formats on consumer behavior. Much work has been done to ascertain the impact of the various types of appeals (rational, fear, and guilt), and degree of customer involvement on consumer responses to various messages. This research represents a robust study conducted on the impact of messages pertaining to a greener environment on the population of Dhaka City. A structured questionnaire was sent out to 400 respondents within the periphery of Dhaka City. It has been observed that the dependent variable, consumer attitude towards green messages, is related to the different appeals of the messages that they are exposed to. In addition, it has also been found that consumers attitude towards green messages is influenced by their degree of involvement pertaining to various environmental issues.