Unveiling The Green Narrative: An Analysis of Environmental Strategies on Consumer Behavior in Pakistani Ads

Abstract

With the emergence of climate change as a serious issue around the world, media outlets frequently use environmental appeal in advertisements. Thus, media advertisements are a major contributor to public awareness about the importance of a green lifestyle by highlighting aspects of climate change communication. In developing nations with low literacy rates, environmental appeal in advertisements is still uncommon, and customers' understanding of ecological concerns is poor. This study provides a content analysis of housing scheme advertisements appearing in Pakistani media, examining the frequency and type of green appeals, the style in which they have appeared, and the depth of green appeal used explicitly in these ads over the last year. Housing Schemes were carefully chosen with the understanding that they are growing at the expense of forests and agricultural land. With Pakistan's new wave of urbanization, this sector is reaching new heights of production and expansion. The findings demonstrate how superficial and misleading the use of environmental appeal in Pakistani commercials is, resulting in ineffective climate change communication. Furthermore, when contrasted with the immediate need for climate change communication in advertisements, the findings are not encouraging. The result is a consumer mindset with little or no awareness of the serious issue of climate change that Pakistan has been dealing with for years.