Confirmatory factor analysis of green advertising and its impact on green awareness

• Main Authors: Alamsyah, Doni Purnama, Adjie, Angel Natalia, Salsabila, Keisya, Othman, Norfaridatul Akmaliah, Bakri, Mohammed Hariri, Syarifuddin, Didin
• Format: Article
• Language: English
• Published: Growing Science 2020
• Online Access: http://eprints.utem.edu.my/id/eprint/24871/2/MSL_2020_3899-3906.PDF; http://eprints.utem.edu.my/id/eprint/24871/; http://www.growingscience.com/msl/Vol10/msl_2020_245.pdf

This study aims to review the factors which influence the form of green advertising and their impacts on green awareness improvement. The study is conducted with 200 students from Indonesia and Malaysia as respondents. Data from respondents is obtained through a questionnaire, and it is analyzed by two stages, which are confirmatory factor analysis and structural equation model. It emphasizes the results conducted two research hypotheses based on the t-value. The research results state that respondents’ point of view associated with the media of green advertising was different between Indonesia and Malaysia, but the issue used in green advertising had similarities. It has known that green advertising is advertising media, which is formed from three dimensions; namely green theme, green impact, and green message. Furthermore, it is found that green advertising had an impact on green awareness improvement. The finding of this research is useful for a company that uses green marketing strategy, considering the factors assumed to be important from green advertising to improve customer green awareness on environmentally friendly products.