A Pethanakshi (FoS), Chang Rui Zheng (FoE), Lee Wan Yee (FoS), Ngeow Shan Yong Destin (SoC), Tan Zhi Han (FASS)
Academic Advisor: Mr. Lim Cheng Puay
Industry Advisors: Mr. Hor Chor Kiat (UCI, NUS) & Mr. Kelvin Ng Kian Yong (OCA, NUS)
Green advertising refers to creative, or even interactive, designs that motivate behavioural change through various types of appeals, such as guilt and beauty appeal, aiming to steer consumers toward more environmentally-friendly behaviour. Since green advertising has not been a prevalent method in NUS, our project aims to evaluate its effectiveness in influencing consumer behaviour on the usage of paper serviettes in NUS bistros. Furthermore, this project focuses on a consumer-oriented, reductionist approach, because reduction is preferable to technological alternatives that have high embodied energy, which offsets any environmental advantage that technology claims to bring. Green advertising posters will be placed in three bistros for three weeks and compared against conventional infographic posters using the per capita rate of serviette consumption data. A quantitative survey questionnaire will be issued during the pilot test to the bistro customers to obtain their evaluation of the green advertisements. Qualitative feedback of the posters were also obtained. Through this evaluation, we hope to ascertain if green advertising is indeed effective in influencing behaviour and its possible implementation on a larger scale.
Keywords: Culture and Lifestyle Trends, Responsible Consumption, Green Advertising, Paper waste