Advanced International Journal for Research

E-ISSN: 3048-7641   •   Impact Factor: 9.11

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Volume 6 Issue 5
September-October 2025

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Does Green Advertising Increase Willingness to Pay? Evidence from Indian Consumers

Author(s) Mr. Kaushal Bhayani
Country India
Abstract The aim of this study is to investigate the effect of the framing of green advertising message on consumer willingness to pay (WTP) towards sustainable products in India. Based on signaling theory and CSR literature, it is hypothesized that the positive emotions green messages elicit will lead to higher CSR perception, and thus WTP. A survey-based experiment collected data from 250 respondents who were randomly exposed to either an emotional or rational green advertisement. Results of a regression analysis demonstrated that CSR perception was significantly enhanced by the framing of the emotional message (β = 0.63, p < .001) and further reinforcement by CSR perception strongly predicted WTP (β = 0.48, p < .001). However, the framing of the message did not affect WTP directly, and it proved the mediating role of perception of CSR. The discussion develops further by locating findings in sustainability marketing, signaling theory, construal-level theory and consumer identity perspectives. Recent study (e.g., Zheng and colleagues, 2022; Li et al., 2025; Higueras-Castillo et al., 2024) demonstrates that emotional advertising appeal, environmental concern and CSR perception converge on green consumption. The research advances theory in extending the CSR mediation mechanism to the emerging market environment whilst managerially, it facilitates firms in emotional green narratives in the sense of pricing through premium value.
Keywords Green advertising, CSR perception, Willingness to pay, India, Sustainability, Emerging Markets
Field Sociology > Administration / Law / Management
Published In Volume 6, Issue 5, September-October 2025
Published On 2025-10-18
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E-ISSN 3048-7641
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