The effect of trustworthy digital advertising on green product consumption in South Africa

Abstract

This case study explores the position of green cleaning products and their digital advertising in global marketing, advertising, and design approaches. Design aspects that create brand trust may have an impact on how consumers acquire brand loyalty. Green products can be categorised as unique if they use or adapt a new technique or function. Consumers may be unaware of the benefits of green cleaning products or see them as substitutes for items they already use. An exploratory and investigative research design was applied in this study using online questionnaires and one-on-one interviews with a volunteer sample of participants. The study investigates how the design of digital advertising in South Africa influences the trustworthiness of green cleaning products, as well as what motivates South Africans to choose green cleaning products. The results also show that the participants prefer to buy local green products as they perceive this as supporting small local businesses in South Africa, in addition to helping the environment. The design of more sustainable products’ packaging and digital design strategies, if well-executed, aid in cultivating trustworthiness. The study also analyses the role of visual design elements on consumer perceptions of green cleaning product’s trustworthiness. The majority of the literature found that trust building as a method in an online setting, as well as its link to purchase decisions, is beneficial. This research contributes to designers understanding of what brand credibility is and how well-executed sustainable design may help establish product credibility. This is critical for increasing green product trustworthiness. Participants confirmed that trustworthiness is earned, not given, and that brand loyalty is an important factor that businesses must consider. The use of green design features (green logos, copy, and colour) should be utilised as a method to improve the trustworthiness of green cleaning products on an online platform. The consumer's opinion of a product's advertisement and packaging is the most critical component in assessing its trustworthiness. What is stated in the advertisement, as well as the use of appropriate green logos, copy, and colours, contribute to brand awareness and reliability on an internet platform. When advertising strategies include platforms that allow individuals to comment on their experiences with a product and how it performed, it helps comfort hesitant consumers. Consumers are interested in the quantity of research material accessible on a green product. The more information they can research, the more confident they will be in the green product and its purchase. Information relating to the experience of others can be obtained from various sources. In addition to commenting online, word-of-mouth was found to be helpful in boosting awareness of green products, encouraged the use of these products and contributed to the trustworthiness of these items. Finding appropriate design solutions for designers and advertisers to employ allows for trust to be gained for sustainable product choices. Choosing the best digital online platform for South African consumers will allow designers and other stakeholders to raise awareness of environmental concerns and commodities.