IMPACT OF GREEN ADVERTISEMENT AND ENVIRONMENTAL KNOWLEDGE ON CONSUMERS' INTENTION TO BUY GREEN PRODUCTS

Аннотация

This article analyzes how green (ecological) advertising and consumers' environmental knowledge affect their intention to purchase green products. The results of the studyshow that consumers' environmental awareness and green advertising campaigns positively shape consumers' purchasing behavior. Green advertising emphasizes the environmental friendliness of products, creating a positive image in the minds of consumers. At the same time, increasing environmental knowledge strengthens consumers' sense of environmental responsibilityand increases thedemand for green products. Keywords: green advertising, environmental knowledge, consumer behavior, green products, purchase intention. Today, with the intensification of environmental problems, green marketing and green products are taking an important place in the market. Consumers are increasingly seeking to choose environmentally friendly products. In such conditions, studying the role of green advertising and the impact of environmental knowledge on consumers' purchasing decisions is of urgent importance. Nowadays, consumers' intentions to protect the environment and adopt green practices are of great importance. Green consumerism has therefore become a growing idea that causes consumers to be sensitive to environmental problems and choose environmentally friendly products. The study showed that environmental problems are forcing manufacturers to engage in theproduction andsale ofeco-products. Modern society is facing various problems due to rapid urbanization and industrialization. The health crisis and environmental pollution are negatively affecting the living conditions of current and future generations. Therefore, it is of great importance to form a culture of ecological consumption, use green services and reduce pollution by choosing environmentally friendly means of transportation. Such measures play an important role in maintaining the health of society and improving thequality oflife. Today's generation should actively participate in environmental protection through their actions, support ecological products and implement this in their daily lives. The European Union has launched the Green Deal initiative to protect the environment, which includes measures to reduce greenhousegas emissionsand reduce pollution. This initiative is aimed at both industry and consumers, and aims to develop products that are healthy, affordable, long-lasting, and can berepaired, recycled orreused. Rapid changes in production and distribution systems are needed to achieve the goals of the Green Deal. At the same time, it is also crucial to raise public awareness and make them willing http://www.internationaljournal.co.in/index.php/jasass 502 Volume15Issue04, April2025 Impact factor: 2019: 4.679 2020: 5.015 2021: 5.436, 2022: 5.242, 2023: 6.995, 2024 7.75 to buy green products and pay more for environmentally friendly products in order to achieve sustainable results. The role of green marketing in this process - the development and promotion ofgreen products - isinvaluable. Green advertising is a marketing strategy that emphasizes the environmentally friendly aspects ofaproduct orservice. Green advertising often promotes the benefits of environmentally friendly products and their positive impact on sustainability, which creates a positive attitude towards such products. Consumers' perception of the environmental value emphasized in green advertising increases theirintentionto purchasegreen products. It includes thefollowing main objectives: •To demonstratetheenvironmental benefits oftheproduct, •To arousea sense ofenvironmental responsibility in consumers, •To form apositiveattitudetowards thebrand. Research shows that green advertising increases consumers' trust in the product and makes them moreinterested ingreen products. That is, green advertising can change social norms by emphasizing the appropriateness of environmentally friendly behavior. When people see others supporting or adopting green practices through advertising, these social cues influence theirpurchase intentions. Green advertising is an important marketing tool to communicate an organization’s environmental values ​ ​ and positive attitude towards the environment to the public. It not only demonstrates the company’s environmental responsibility, but also serves to raise awareness of environmental protection among consumers and encourage environmentally friendly behavior. Through green advertising, businesses play an important role in shaping consumers’ environmental values ​ ​ and theirattitudes towards green products. In fact, green advertising helps tostrengthen consumers’values ​ ​ and attitudes based on them, as well as their intentions to purchase green products. Through this process, consumers’ positive attitude and demand for green products increases. The main task of green advertising is to familiarize the target audience with the environmental characteristics of products or services, emphasize the