Green Adversiting

Penelitian ini bertujuan untuk mengetahui: (1) pengaruh produk ramah lingkungan terhadap keputusan pembelian produk AMDK, (2) pengaruh atribut merek hijau terhadap keputusan pembelian produk AMDK, (3) pengaruh iklan peduli lingkungan terhadap keputusan pembelian produk AMDK, (4) pengaruh persepsi harga premium terhadap keputusan pembelian produk AMDK, dan (5) pengaruh produk ramah lingkungan, atribut merek hijau, iklan peduli lingkungan dan persepsi harga premium terhadap keputusan pembelian produk AMDK.
Penelitian ini termasuk dalam penelitian survei dan instrumen penelitiannya menggunakan kuesioner. Populasi dalam penelitian ini adalah mahasiswa-mahasiswi UNY yang pernah membeli produk Ades kurun waktu Januari-Desember 2013. Sampel sebanyak 100 responden dipilih dengan teknik purposive sampling. Uji validitas menggunakan Confirmatory Factor Analysis (CFA) sedangkan uji reliabilitasnya menggunakan Alpha Cronbach. Teknik analisis data yang digunakan adalah regresi berganda.
Hasil penelitian menunjukkan bahwa: (1) produk ramah lingkungan tidak berpengaruh terhadap keputusan pembelian produk AMDK dengan nilai t hitung (0,822) < t tabel (1,984) dan tingkat signifikansi 0,413 > 0,05; (2) atribut merek hijau tidak berpengaruh terhadap keputusan pembelian produk AMDK dengan nilai t hitung (1,406) < t tabel (1,984) dan tingkat signifikansi 0,163 > 0,05; (3) iklan peduli lingkungan berpengaruh positif terhadap keputusan pembelian produk AMDK dengan nilai t hitung (4,523) > t tabel (1,984) dan tingkat signifikansi 0,000 < 0,05, (4) persepsi harga premium berpengaruh positif terhadap keputusan pembelian produk AMDK dengan nilai t hitung (4,957) > t tabel (1,984) dan tingkat signifikansi 0,000 < 0,05, dan (5) produk ramah lingkungan, atribut merek hijau, iklan peduli lingkungan dan persepsi harga premium secara bersama-sama berpengaruh positif terhadap keputusan pembelian produk AMDK dengan nilai F hitung (33,097) > F tabel (2,46) dan tingkat signifikansi 0,000 < 0,05.

In recent years, companies all around the world directed their concerns towards environmental issues regarding the promotion and sales of their products and services. Such developments have been theoretically debated under the terms “green marketing” and “green advertising” in academia, especially in the fields of public relations and advertising. It is certain that the increasing market interest in the “green” has cultural, political and ideological implications, in addition to the market-oriented interests. In this regard, this paper undertakes a critical discourse analysis of the advertisements by “Akkuyu Nükleer”, a nuclear power plant company that initiated the construction of Turkey’s first nuclear plant. By analyzing the campaign’s TV and outdoor advertisements, this paper will argue that the green advertising campaign facilitated by the company provides an example for a peculiar form of “ecogovernmentality”, a term coined after Michel Foucault’s notion of governmentality; in the sense that the discourse of the campaign aims to eliminate the potential threats of the nuclear power plantation and hence regulate the ways in which individuals relate themselves to the environment. An agreement between Russia and Turkey for the construction of a nuclear power plant has been signed at May 2010 and the work began at Mersin’s Akkuyu district in 2011. As the public raised critical concerns over the project with an increasing attention, the company responded with an advertising campaign launched at March 2015. As this paper will show, the discourse of the campaign focused on the positive aspects of a nuclear plant project especially in terms of its contribution to the energy production, environment and the overall development of future generations. The discourse of advertisements particularly focus on progress, youth and the future; aiming to persuade the public that what they approach in skeptical manner is actually a project with which their hopes for the future will be guaranteed. Significantly, children appear in advertisements as actors and actresses to draw attention to the contribution that the nuclear power plant will make for the safety of future generations. The advertisement discourse however systematically conceals any potential threats and fears that the nuclear power plant may cause. Moreover, the advertisement discourse is constructed in such a homogeneous way since it presents an “ideal” imagination of Turkey’s nuclear era without any risks. Referring to Foucault’s terminology, this paper will point at the power-discourse dynamics by analyzing the ways in which the discourse regarding the nuclear plant project is instrumentalized to provide the public with a certain form of understanding about the nuclear phenomenon; which helps the state and the market to govern the existing power relations. To sum up, this paper will first address the ways in which such a discourse is constructed and then will continue with the deconstruction of meaning production in the advertisements by a critical discourse analysis. This paper will eventually show that advertising as a “technology of government” provides a legitimate space for power- discourse-knowledge dynamics to be exercised via advertising as ecogovernmentality to discursively eliminate the potentialities of an ecological disruption.

This article summarizes the results of a content analysis study on green advertising in Argentina. The main objective was to develop a diagnostic study of TV advertisements that use environmental claims for commercial purposes. To do this, we quantitatively analyzed a sample of advertisements classified
as “green” to objectively and systematically describe the content of these messages and define patterns that allowed us to establish some trends. The data revealed that the purpose of most of green advertisements are sales rather than to build an image, and that the environment is mostly used as context
for the message or as a creative complement. Most advertisers seek to link the environment attributes to their products or services, but they do not communicate real environmental benefits.

El objetivo principal de esta guía es promover el buen uso
de las apelaciones medioambientales en la publicidad
comercial, estableciendo ciertos principios para la
elaboración de mensajes que utilicen como recurso al
medioambiente y sus atributos de manera adecuada, y que no
abusen de la preocupación de los consumidores por el
medioambiente ni se aprovechen de su posible falta de
conocimiento enmateria ambiental.

Este artículo resume los resultados de una investigación de análisis de contenido sobre la publicidad verde en Argentina, cuyo objetivo principal fue elaborar un estudio diagnóstico de los mensajes publicitarios audiovisuales que utilizan pelaciones
medioambientales con fines comerciales. Para ello, se analizó cuantitativamente una muestra de anuncios publicitarios clasificados como “verdes”, para describir objetiva y  sistemáticamente el contenido de estos mensajes y definir patrones que nos permitieran establecer algunas tendencias. Fue posible observar que la mayoría de los spots verdes tienen
una finalidad más de ventas que de creación de imagen, y que el medioambiente se utiliza sobre todo como contexto del mensaje o como complemento del concepto creativo. La mayoría de los anunciantes busca asociar los atributos del medioambiente con sus productos o servicios, pero sin transmitir beneficios medioambientales reales.