Pengaruh Relevance, Confusion, dan Entertainment Iklan Hijau terhadap Sikap Skeptis Konsumen

Abstract

The purpose of this study was to analyze the effect of consumer involvement in environmental sustainability, and green ad impressions that are thematically relevant, confusing and entertaining nature, against their skepticism. The study makes an approximation of how much the company can deliver on their green message more effectively. The survey was conducted with the instrument questions. 299 residents of the city of Solo is willing to participate in the study. All variables were measured by adopting from previous studies. The results of multiple regression analysis found that consumer engagement and relevance psecara significant negative impact on consumer apathy towards green advertising. Variable confusion positive effect on consumer apathy towards green advertising. While entertaining variables did not significantly affect their skepticism.