AKEKUE Alex, Nennaaton
Department of Marketing Faculty of Management Sciences
Rivers State University Port Harcourt
nennyalexa@gmail.com
GLADSON-NWOKAH, Juliet
Department of Marketing, Faculty of administration Management
Rivers State University, Nkpolu, Port Harcourt
julietgladson24@gmail.com
07063272090
ABSTRACT
Myriads of extant studies abound on quantitative analysis of green advertising and purchase
behaviour, but this study takes a detour into qualitative analysis of green advertising (GAD) and
purchase behaviour (GPB) of university lecturers in Nigeria. Twenty-four (24) lecturers drawn
from three categories: professor, associate professors and senior lecturers were purposively
sampled. We adopted a qualitative study paradigm and deployed interview protocol using Nvivo 12. to collect primary data while secondary data was sought from scholarly literature, relying on
ELM, TPB and PIF theoretical frameworks. Our major findings revealed that eco-label
advertising (ELA) and consumer orientation advertising (COA), had a positive and significant
influence on PUB while celebrity advertising (CEA), suggested an insignificant influence on
GPB and thus, concluded that CEA was not a good GAD strategy for eliciting PUC in Nigeria.
We therefore recommended the use of ELA and COA as more viable strategies that can provoke
GPB, and reduce the menace on our physical environmental. Some serendipitous findings, such
as educational awareness, price perception, educational level and government support, were
unfolded thus adding to scholarly literature on green advertising.
Keywords: Green Advertising, eco-label, advertising, celebrity advertising, consumer orientation
advertising, green purchase behaviour and Elaboration Likelihood Model TPB and PIF Model