Empirical Dataset on Green Marketing Effectiveness and Sustainable Consumption

Description

The dataset consists of primary survey data collected to examine the effectiveness of green advertising and its influence on green purchase intention. The study investigated the relationships among green advertisement characteristics, social influence, attitude toward green products, and green purchase intention, while also assessing the moderating roles of environmental concern and health consciousness. Data were collected using a structured questionnaire administered to consumers through a cross-sectional survey design. The final dataset comprised responses from 600 participants. All measurement items were assessed using a five-point Likert scale ranging from 1 = “Strongly Disagree” to 5 = “Strongly Agree.” The dataset includes demographic variables such as gender, age group, education level, and monthly income, along with multi-item constructs related to green advertising and consumer behaviour. The constructs measured in the dataset include: * Green Colour (GC) * Eco-label Presence (EP) * Positive Ad Framing (PF) * Advertisement Length (ADL) * Ad Message Credibility (AMC) * Celebrity Credibility (CC) * Social Influence (SI) * Attitude Toward Green Products (ATT) * Green Purchase Intention (PI) * Environmental Concern (ENV) * Health Consciousness (HC)

Institutions

• Christ University

  Karnataka, Bengaluru

Categories

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