Customer Behavior of Green Advertising: Confirmatory Factor Analysis

The implementation of green advertising is relatively low for credibility but has an impact on green customer behavior. Based on the phenomenon, the purpose of this study is to examine factors affecting green advertising development, which is based on experienced customers towards products and advertisements and environmental issues. This research focuses on customers to create an implementation model for green advertising among companies. The study was conducted through a survey of 215 customers in West Java (Indonesia) who experienced green advertising and bought environmental-friendly products. Data were collected through a quantitative questionnaire and processed with SmartPLS to test and evaluate Confirmatory Factor Analysis (CFA). In emphasizing the study results, a fit test of the research model and research hypotheses were also being carried out by valuing the KMO. Research findings show several dimensions involved in developing green advertising, such as experience, theme, message, claim, emotion, interaction, and impact. The dimensions of green advertising were plotted in the CFA model so that the priority scale from the implementation of green advertising measurement can be detected. Customers assume green advertising as advertising that takes environmental issues of "global warming," and this issue can adopt by companies in implementing the green marketing strategy.