An Investigation into the Awareness of Green Advertising on Chinese Social Media Platforms, Focusing on Douyin Users as a Case Study

DOI

10.2991/978-94-6463-192-0_92How to use a DOI?

Keywords

Green Advertising; Product-focused Green Advertising; Awareness; Chinese Social media; Douyin

Abstract

Over the past few years, there has been a noteworthy rise in consumer concern for safeguarding the environment, and various factors can be identified to elucidate the specific aspects that impact the environment. One of the key element that has turned out to being crucial is the use of social media which is used in different dimensions one of which includes the aspect of advertising. This study aims to examine the awareness of Green Advertising on Chinese social media, and will use Douyin, a popular social media platform in China, as a case study. The research will employ a survey, to gather data on the awareness and attitudes of Douyin users toward Green Advertising. In this study, the researcher created and circulated a structured, close-ended questionnaire and conducted with 111 participants. More than 58.6% of the gender were female, the other were male. When considering education level, most respondents focused on undergraduate education, making up 54.1% of the total. As for the industry, respondents were dispersed, with the majority working in other industries, representing 30.6% of the total. The findings of this study will provide insights into the awareness of Green Advertising on social media in China and help goverment and company advertisers better understand and target environmentally-conscious consumers. The results will also contribute to the academic literature on Green Advertising and provide a foundation for future research in this field.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yajuan Chen
AU  - ShengXiang She
AU  - Yan Sun
PY  - 2023
DA  - 2023/07/04
TI  - An Investigation into the Awareness of Green Advertising on Chinese Social Media Platforms, Focusing on Douyin Users as a Case Study
BT  - Proceedings of the 2023 2nd International Conference on Educational Innovation and Multimedia Technology (EIMT 2023)
PB  - Atlantis Press
SP  - 716
EP  - 725
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6463-192-0_92
DO  - 10.2991/978-94-6463-192-0_92
ID  - Chen2023
ER  -