VISUAL COMMUNICATION IN DIGITAL GREEN MARKETING: AN EMPIRICAL STUDY OF URBAN CONSUMER ENGAGEMENT WITH SUSTAINABLE PRODUCTS

Venkateswarlu Karumuri; Poornima K; Krishnamoorthi M; Prasanna H N; K. Saketh  Reddy; Kanumuri Vinod Varma; Dr. Monica S

doi:10.29121/shodhkosh.v7.i6s.2026.7349

Authors

Dr. Venkateswarlu Karumuri Assistant Professor, Department of Management Studies, Madanapalle Institute of Technology and Science, Madanapalle, Andhra Pradesh, India
Dr. Poornima K Associate Professor, School of Business, R V University, Bangalore, India
Dr. Krishnamoorthi M School of Commerce, Accounting and Finance, Kristu Jayanti University, Bengaluru, India
Prasanna H N Department of Law, KLA School of Law, Tiptur, Karnataka, India
Dr. K. Saketh Reddy Assistant Professor, Department of Management, International Institute of Business Studies, Bengaluru, India
Kanumuri Vinod Varma Assistant Professor, Faculty of Management, SRM Institute of Science and Technology, Deemed to be University, Ramapuram, Chennai, India
Dr. Monica S Assistant Professor, School of Business and Management, Christ (Deemed to be University), Bangalore, India

DOI:

https://doi.org/10.29121/shodhkosh.v7.i6s.2026.7349

Keywords:

Digital Green Marketing, Visual Communication, Consumer Engagement, Sustainable Products, Purchase Intention

Abstract [English]

Digital technologies are rapidly developing, which has greatly changed the practice of green marketing, as it is viewed through the prism of the importance of the visual communication in the formation of consumer behavior. The research problem of this paper is to determine how visual communication and environmental visuals affect consumer involvement and purchase intention of sustainable products in urban Bangalore. Quantitative research design was taken, and 276 respondents were used to collect data with the help of a structured questionnaire which was measured on a 5-point Likert scale. The SPSS 29 and AMOS were used to analyze the data, involving the use of descriptive statistics, reliability analysis, correlation, Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM). It is found that visual communication is very strong and significant in influencing consumer engagement ( = 0.64 and p = 0.001) and environmental visual cues also have positive influence on consumer engagement ( = 0.41 and p = 0.001). Besides, consumer engagement also has a significant influence on the purchase intention ( = 0.61, p = 0.001) that accounts for 37% of the variation. Internal consistency was also measured as reliability and validity are high ( 0.86, AVE = 0.50) and model fit measures (CFI = 0.96, RMSEA = 0.049) are the highest. The paper concludes that visually oriented digital green marketing policies greatly improve consumer interaction and sustainable buying habits which provide useful insights to marketers and policymakers.

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