Content Analysis of Green Advertisement Messages Conveyed by, Small Medium, & Micro Enterprises in Northern Province

Abstract

Past studies identified the marketing problems of SMMEs (Small, Medium, and Micro Entrepreneurs) in Northern Province, which should be solved by relevant marketing strategies. Nowadays green marketing strategies are accepted globally for the recovery of the business successfully. Suitable green advertisement messages stretch identity to the SMMEs. Today the increasing issues of environmental problems, both customers and the companies create awareness on environmental friendly products. Public and private organizations try to provide environmental friendly products and giving green messages to the society, for long term survival and sustainability. In Sri Lanka specially by the end of war, local, small, medium, and micro level Enterprises in Northern Province have been motivated for greener strategies for their successes. Green Message content in advertisements are a competitive advantage strategy to differentiate the Small, Medium, and Micro Enterprises (SMMEs) in the competitive world. The main purpose of this research is to analyze the green messages designed by SMMEs in Northern province. For this purpose, 42 advertisements (printed) in Newspapers, Broachers, and labels were analyzed Via content analysis method. The findings show that there are not enough green messages in the advertisement and they have to improve their greener message content to make awareness about their product and services to local, as well as the international consumers. Relevant organizations, which are responsible to improve the performance of SMMEs, should assist them to develop these messages, because these green messages pave them a way for sustainable future for their struggling Business.