مطالب

Advertising is considered as one of the most important components of a business unit's sustainability, which plays a decisive role in promoting green product awareness. The purpose of this study was to evaluate the level of acceptance of green perception of customers based on the visual themes of green advertising on social media. This study is a developmental research in terms of purpose, because due to the lack of a basis for assessing the level of acceptance of green perception of customers based on visual themes of green advertising in previous research, based on meta-synthesis in the first step tried to identify components as analytical basis. And use propositions as reference variables. In order to explain the identified components, Intuitive Fuzzy Sets analysis (IFSs) was used to determine the most effective basis for evaluating the level of green perception of customers based on the visual themes of green advertising. In this study, the target population consisted of two parts: qualitative. In the qualitative part, with the help of 16 marketing experts at the university level, an attempt was made to identify the research components, components in the form of scoring forms. In the small section, 50 managers at different levels of knowledge-based companies participated. The results showed that the proposition of brand identity is considered as the most effective visual theme of green advertising in the companies under study, which strengthens the perception based on social convergence as a component of accepting the green perception of customers. This result shows that the content of green brand identity in the form of a comprehensive norm will form the perception of social convergence in customers, because this perception is considered as an external stimulus due to the existence of environmental values, which causes customers to realize the importance.