Impact of Sustainability Messaging in Maruti Suzuki’s Advertisements on Consumer Purchase Intention

DOI

10.2991/978-2-38476-559-1_34How to use a DOI?

Keywords

Sustainability messaging; Perceived quality; Purchase intentions; Brand awareness; Theory of Planned Behaviour

Abstract

As environmental concerns reshape India’s automotive sector, Maruti Suzuki integrates sustainability messaging into advertisements for hybrid/Compressed Natural Gas (CNG) models. Yet, the efficacy of such campaigns in influencing consumer purchase intention remains underexplored amid competing priorities like affordability and performance. This study examines how sustainability messaging in Maruti Suzuki’s advertisements interacts with brand awareness and perceived quality to shape consumer purchase decisions. It addresses a critical gap in understanding the real-world impact of eco-conscious advertising in emerging markets. Theory of Planned Behaviour has been adopted for this study. It’s a quantitative study, primary data has been collected with the help of a structured survey questionnaire. 202 responses have been collected by applying purposive sampling technique. Data were analysed using SPSS. Perceived quality emerged as the strongest predictor of purchase intention, followed by brand awareness. Sustainability messaging showed positive correlation but no direct significant impact. Findings indicate that while sustainability themes resonate peripherally, consumers prioritize tangible quality and brand trust.

Maruti Suzuki needs to combine sustainability assertions and strong projection of product superiority and brand recognition to boost purchase decisions. The study result indicates that sustainability messaging is best applied not as a standalone appeal but as a supporting aspect for brand quality and reliability. This optimizes strategic advertising alignment with SDG 12 as it responds to market realities in the automotive market of India.

Copyright

© 2026 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  - Grenee Kerketta
AU  - Usha Narayan
AU  - Y. S. Harshitha
PY  - 2026
DA  - 2026/04/19
TI  - Impact of Sustainability Messaging in Maruti Suzuki’s Advertisements on Consumer Purchase Intention
BT  - Proceedings of the Global Innovation and Technology Summit “AAROHAN 3.0”_HSS track (GITS-HSS 2025)
PB  - Atlantis Press
SP  - 517
EP  - 536
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-559-1_34
DO  - 10.2991/978-2-38476-559-1_34
ID  - Kerketta2026
ER  -