INFOGRAPHIC GRADUATE VISUAL RESEARCH_FULL_INFOGRAPHIC

Online Advertising to Promotes Green
Building Technology

Abdul Ghafur Bin Dahari | 2021933707

Chapter 1 | Introduction

Research Background What is Green Building
Technology (GBT)?
Why Building?
Methods of building structures
Rapid growth of the building and using environmental-friendly and
construction industry has been resource such as building design,
blamed for polluting the environment resources, construction, operation,
primarily on natural resources and maintenance, renovation and
the increase in global temperature deconstruction (Lee et al., 2020).
(Zhang et al., 2019)

Buildings account for The green building also known
as green building certification is
39% used to evaluate and recognize
buildings that satisfy specified
of energy related global environmental requirements or
CO2 emissions
(WGBC, 2019). standards (WGBC)

GBT has been introduced to create a
building that can operate efficiently while

decreasing carbon emissions to the
environment (Lee et al., 2020).

Problem Statement

Due to lack of advertising and awareness on the Construction industry faced trouble to extend the
GBT, there are less growth on the GBT, especially green building technology in Malaysia because of low

in Sarawak (Sa’adi and Zainordin, 2019). demand, knowledge and lack of awareness and
understanding (Zainordin and Noor, 2017).

Lack of interest from the client towards GBT There have been limited empirical studies
has been one of the barriers on promoting identifying the strategy for promoting and

and adopting green building (Ziliya and adopting GBT (Chan et. al., 2017).
Faisal, 2020)
Image source: GettyImage

Research Objective Research Questions

1 To identify the design elements of 1 What are the design elements of the
the current online advertising of GBT current online advertising of GBT?

2 To discover public awareness of 2 What is the public awareness and
the benefit of GBT understanding of GBT?

To determine and suggest the 3 What is the practical approach to
popularising GBT through online
3 effective approach in online advertising?
advertising to promote GBT benefits
and encourage a sustainable lifestyle

Significant of Research

Contribution Overall Contribution Sustainability

Discovering and suggest the To increase the awareness while Promoting sustainable approach

best approach to promotes GBT promotes the benefit of green in the building industry and

using advertising building by using effective and encourage sustainable lifestyle

impactful advertising

Limited literature or studies Research Scope The research will only
on green building advertising/ concentrates on online
Limitation Delimitation advertising to promotes GBT
campaigns mainly in Sarawak.

Restriction on the data of This research focuses on the
the company that have advertisement content and design
advertise GBT (colour, font, design, and visuals)

Each respondent will have a
different perspective and
knowledge of sustainable
technology, affecting the
response to this research

Research Timeline

Semester 1 Semester 2 Semester 3

• Finding and analyze • Literature review • Validate final prototype
research problem • Designing prototype mockup • Full research write up
• Prototype mockup test • Finding and conclusion
• Construct research • Data collection
question and objective
Finding research title

Image source: GettyImage

Chapter 2 | Literiture Review

Literature review

Introduction

• The air quality is negatively polluted and influences human health, the environment
and property deterioration.

• Green development has emerged as humankind's new priority for ensuring the
sustainability of human living standards. (Zainordin and Noor, 2017).

• According to Green Building Index (GBI), GBT is a technology that focuses on
increasing resource use efficiency such as water, electricity, energy and materials
while recusing the environmental impact.

The Rise of Green Building Barriers

Calling for Sustainability GBT is still gaining interest
from developers and
Sustainable Development Goals contractors despite various
(SDGs) has lead to sustainable barriers to implementing GBT in
development trajectory, which Malaysia (Shafiei et al., 2017)
assist to the idea of green
buildings (Khan et al., 2019)

Green Building Awareness GBT Benefits

GBT adaptation continues to face GBTs offers numerous economic,
various challenges, including lack of social, and environmental
benefits play a significant role in
interest, low market demand and a driving GBT adoption and
lack of knowledge and awareness of development (Chan et al., 2017)

GBT advantages Chan et al. (2017) Lack of awareness has significantly
hindered the advancement of GBT
Malaysia is still not used to GBT in Malaysia (Sin et al., 2021)
and still exploring its benefits of
Increasing the demand for green building
GBT (Mahat et al., 2019) through raising community awareness can
significantly help to improve the GBT
market (Sin et al., 2021)

Consumers' attitudes and behaviours
significantly influence the promotion
of green buildings (Xie et al., 2020)

Image source: GettyImage

The Effect of Green Building Certification in Advertising

Green building rating and lebeling is Green building certification could
some of the effective Strategies to increased a tenant’s willingness to
rent space in a building (Jang et al.,
promote and adopting GBT (Chan et 2018)
al., 2017)

Green building certification gives Consumer willingness to puchase green
consumer informations on the health, product can be affected by the their
energy efficiency and comfort level of behaviors, knowlege, demographic,
value and attitudes towards
the building (Mohamed M, 2019) sustainability (Juan et al, 2017)

Promoting Sustainability

Green in Business Green in Consumer Green in Advertisement

Companies are challenged to Moral and social emotions Constant advertising can positively
incorporate environmental react differently to advertising, influence consumers to be more
challenges into their business brand, and product attitudes, aware of the environment (Shabbir
strategy, thus shifting the thus significantly impacting et al., 2020)
competitive landscape of the the advertising message (Kao
advertising theme toward & Du, 2019)
sustainability (Sun et al., 2020)

GBT Engagement O nline Advertising online advertising has grown as
one of the emerging platforms for
More exposure through media such
as print media, online advertising advertising because of its
and television is some of the top accessibility (Torres et al., 2021)
engagement strategies to promote
GBT (Darko et al., 2017) Social Media The average person spends 6
hours and 53 minutes on average
Awareness and informative of their time daily on the internet
campaigns are needed to in 2021, making online advertising
engage with the public and
advocating GBT implementation a necessary for organisations
(Haloul & Mukhiar, 2016) seeking to reach new consumers

and interact with existing ones
(datareportal.com, 2022)

social media platforms are known
to be the most active and popular
online communication channels

(Huang, 2017)

Average daily time spent using the internet
Source: datareportal.com

Image source: GettyImage

Chapter 3 | Research Methodology

Methodology
Introduction

• This study will be applying Qualitative method and Archival data to gether the
appropriate data.

• The researcher data come from in-depth interview with advertising designers
and educator.

• Qualitative approach allows the researcher to study the way of people thinking
within their experiance and knowledge in their own minds and in their own words
(Cropley, A. J., 2021).

This research explore advertising to popularise GBT. This research could
fill in the gap of discovering effective online advertising approach to
promotes GBT benefits and encourage a sustainable lifestyle

Methodology Framework

Problem Statement

Due to lack of advertising and awareness on the GBT, there are less
growth on the GBT

Using Google Qualitative Method Archival Data To support the
Meet as a data from the
medium of Interview Session Literiture Review
interview
communication Interview session with Collection of sample
advertising designers and from various advertising To find the most
Gathering examples, online article, efficient approach
information on educator. to advertise GBT
effective approach research paper, etc.
to promote green using practical
advertising strategy
building
and design
Visual Analysis
The online
Design Process advertising was
chosen from official
social media and

websites

Pre-Test Findings Post-Test
Conclusion
Pre-tested to graphic Post-tested to the GBT
and advertising target audience to get
their feedback on the
designers to evaluate or
support the proposed finalised GBT
advertisement advertisement

Recommendation

Advertisement 3 Berinda: Molek Pine 4 Advertisement

Berinda poster advertisement in The main message of the
their official website advertising emphasises the award
gained by the building
This advertising is focused more
on promoting the building and the The advertisement use to promote
achievement of the building their award-winning building, the
Molek Pine 4 as the main subject
They also included the GBI of the poster
certification icon, green building
features and building facilities

Source: berinda.com/2018/news-announcement/

Advertisement 4 #ActOnClimate by World Green Building Council (WGBC)

A series of advertisements posted by WGBC on Feature various building Targeted to the construction industry
their website and social media industry for green building and relevant policymakers

Made as a call for action for the building sector Highlighting the word ‘action’ in the middle of the layout delivers
and the government to deliver net-zero buildings the message of urgency and importance in taking action

Advertisement 5 #FindYourLEED Source: getwarmhomes.org/world-green-building-week-act-on-climate/

#FindYourLEED is a continuous The campaign invite participant to
campaign by LEED on social find LEED certified building and
media, website and printed post it with #FindYourLEED
magazine

The advertisement made mainly to The campaign create awareness
create LEED brand awareness to the viewer and indirectly
promotes LEED using social
This advertisement was targeted media
to the general public

Source: twitter.com/WorldGBC

Visual 6 LEED ON

Made by LEED for their Focused more on
official website and in promoting the LEED
printed newspapers and branding
magazines
Main idea is to advocate
The advertisement for their target audience
objective is to increase to sign in to LEED's new
its brand awareness rating system

Targeted audience was The cool tone of blue and
building owners and green give a pleasent
developers tone and sustainability
concept to the poster
The advertising used
image manipulation of
the green buildings and
featured current
USGBC members

Visual 7 WGBC: Clean Air Buildings Source: usgbc.org/articles

A series of advertisement posts The advertisement uses various The main idea of the advertisements is
by USGBC on their Facebook images to visualise the message to recommend using green buildings
in each post to improve daily life

This advertisement did not visualise Each advertisement used a
the building itself but only showed the different copy for each visual
impact of using green buildings but with the same content

Source: facebook.com/worldgreenbuildingcouncil

Visual 8 LEED ON

A series of advertising campaigns To update the LEED target audience Target toward building owners,
by LEED on the USGBC website and celebrate their achievement developers and relevant policymakers
and social media from the previous years

The advertisement used multiple Different colour for each post
images to recommend viewers to use to gives a different message
LEED as their green building rating for each individual post

Visual Analysis Summary Source: www.usgbc.org

Most advertising promoting GBT Most advertisement was a series
does not promote the technology advertisements and have different
itself but more on the brand or the variation to extend their message

building to target consumer

Rietveld et al. (2020) mention that Highlighting and emphasising the
customer engagement is motivated benefits of green technology

by emotional and informational advantages could increase the
message appeals in visual and attractiveness of GBT to the target

textual forms. consumer

Most advertisements feature Majority of the advertisement
buildings as their primary or used social media as their main
secondary subject. the visual will form of communication to their
be supported by informative
copywriting near the main visual target audiences

Interview Session

Interview 1
Graphic Designer | Respondent 1 (R1)

Green product right now is already on the rise and some product even have the
icons to show that the product is a green product.
Designer mostly could contribute on doing a public awareness campaign or create
logo for green building to market it.
The goverment also can support step in to create awareness campaign for
promoting GBT to the public.
It will incrase the buyer willingness to buy green home if they know the benefits of
green building and if they thinking to buy the building for a long term.
Social media seems to be the best approch to promote a product right now. But,
conventional advertising also need to be produced for different target audience.

Interview 2
Advertising Designer | Respondent 2 (R2)

First thing first, to promote a sustainable product, the advertiser needs to educate
the target audience first. There is a step-by-step process to advertise a product,
especially for long-term campaign.
New thing might be good but the advertiser need to convice consumer on the cost
The rating system must be known first so people can trust its standard. It's the
same with hotel ratings where there are 5 stars hotels and 3 stars hotels.
Maybe you can put the rating in the advertising like how an air conditioner
showing its energy efficiency.
Usually, there will be some indicator like a logo that shows the item is a
sustainable product.
Social media can be the first step to educating the public on the uniqueness of
green building to create a green awareness trend. Advertiser can use either
Facebook, Instagram or Twitter as the medium to sharing information.

Interview 3
Graphic Design Educator | Respondent 3 (R3)

The common thing that we can see in sustainable product is if they mention that
the product is a sustinable to be used. And of couse the color usually have this
green color scheme.
Cool color such as green and blue is the best color for this kind of product
However, sometime I look on sustainable product they usually cost a lot of money.
So you need some efforts to convince them to purchase the product.
Going to the basic, we need to convicne and educate the target audience first
before we sell the product. People always says about sustainable, but do they
really know about if? We would need to explain that too.
You would need significant copywriting that can support about cost.
I believe that a consistent advertising could convince the buyer but it would need
a great efforts to do it.
Everyone used social media right now even the small children. So, I do support the
advertising using social media platform. A website is a little bit spesific for me.
Website can be used, but people most likely used social media tiktok, facebook,
insta because its the latest trend. Something like a poster is more suitable to be
include in social media.

Design Criteria and Approach

Interview Session Visual Analysis

Design Criteria and Approach

Advertising: The advertisement will be Advertising: The social media chosed
a multiple set of ad for a long-term was Facebook, Instagram and Twitter
exposure in social media as it is the most visited social media

Contents: Highlighting the key benefits Visuals: Image of the green building as
of GBT and highlight the keyword for the primary or secondary visual. The
green building’s benefits to society, visual supported with copywriting
individuals and the environment
Fonts: The chosen font was san serif
Colours: The main colour choise was typeface (Comforta). The bold
green to give the sense of calm and typeface will be used in the headline
soothing to the viewer and regular as the bodycopy

Use green hues from GBI logo Font that have nearly the
for consistency same characteristic:

AECA98 Comforta font:
8BB67F
71A171 Lorem ipsum
638455 Lorem ipsum
307E3E Lorem ipsum
076C38
241F20

Sketches and Design Process

Sketches Digital Transition

Image source: GettyImage

Finalised Prototype Finalised Prototype 2

Finalised Prototype 1

• The first prototype design choosen due to its simple • Green concept visualises the connection between
direct messages to the viewer green building technology with nature

• The design assembled to show the significance of • The green background is intended to attract viewers
green buildings from the outside while supporting interested in a sustainable lifestyle
greenery at the bottom to feature sustainability
• The colours create a more soothing mood and
• Underline one of the key benefits of green buildings potentially attract viewers to take attention

Finalised Prototype 3 Finalised Prototype 4

• Highlight the sub-headline that features green • Has a different backgrounds to give the advertisement
building benefits extra emotions

• Features the green building next to the headline and a • Features the green building in a leaf with buildings
large call to action at the bottom of the design mixed into the environment to show the connection
between green buildings and sustainability
• The design used deep green to keep the green and
sustainable approach • Underline a key benefits of green buildings

Pre-Test Questionnaire Among the 25 surveys
distributed, only 21
• A short survey was made to graphic and participants responded
advertising designers to evaluate or
support the proposed advertisement The survey involves two sections of questions

• The survey will help the researcher to The first part is The second is
amend and finalise the design for the a close-ended for open-ended
post-test questionnaire questions

• he short survey was made using Google
Form and distributed using emails and
WhatsApp

Pre-Test Result Pre-Test Questionnaire Result

1 2

3 1 Advertisement 1 gets the highest response with
38.1%, in the first chart of the most preferable
Design Amendment
online advertisement

2 While Advertisement 1 still takes the highest
response on preferable visual and colour with 40%

response, Advertisement 2 surprisingly gained a

better response than Advertisement 3 in this visual

and colour field

2 Advertisement 3 still gets higher responses from
Advertisement 2 in the most preferable ad for

best-delivered message. While Advertisement 1 still

has the most increased responses with 33.3%

Design Amendment

The results of the second The changes involves the the researcher proceeded with
questionnaire inspired the visuals and colour in the design process by producing
changes in the images and two more sets of advertisements
colours for Advertisement 3 Advertisement 2 and adapts
them to Advertisement 3 variation for each design
Amandment Process

Strategy to Promotes GBT Media exposure and educational and
training programmes for developers,
Government’s co-funding and builders, and policymakers are the
incentives, policies and regulations prominent strategies for promoting
GBT (Darko et al., 2018)
and reseaching the benefit of
green technology seen to be most Establisment of standard, rating
effective strategy to promote GBT system and labeling such as
green specification can assist
(Hwang et al., 2017). the adoptation of green
procurement in construction
Highlighting green technology industry (Chan et. al., 2017)
advantages can increase the
The rating tools can develop
attractiveness of GBT especially to awareness to the consumer
the consumer (Liu et al., 2018) and educate them on GBT

GBT’s Rating Tools (Chan et al., 2017)

GBT rating tools is used as a This encourage developers
set of guidline with a set of and homeowners to consider
criteria’s to measure a building
to move into using a more
environmental impact sustainable technology
(Zainiordin et al., 2017)
It is esitmated that there
are more than 600 green
product certification in the
world (Mohamed M., 2019)

Established GBT rating tools around the globe
by Mohamed (2019)

Green Building Certification in Malaysia - Green Building Index (GBI)

Founded in 2009 by Scoring system is based
Pertubuhan Arkitek on the building quality,
environment, design,
Malaysia (PAM) planning, efficiency and

more (GBI, 2019)

GBI established to These building will be GBI Rating Point for Each Achievment
encourage developer to awarded with Platinum, Source: greenbuildingindex.org
build and develop GBT Gold, or Silver category
depending on the score Image source: GettyImage
in Malaysia
achievement

Chapter 4 | Data Analysis and Design Process

Visual Analysis Form Subject Content

The researcher selected the advertising
collections from the organisation's official
websites and social media such as Facebook,
Twitter and Instagram. The advertising will
then be analysed using visual analysis theory
by M. Mustafa M. Ghazali (2019). This visual
analysis focus on:

Advertisement 1 ELKEN New Office Social Media Post

Elken series of advertisements in Only one advertisement mentioned
Facebook social media posts the GBI certification

To introduce their new office and Main content is to convince viewers
the green building features of their sustainable conscious brand
and declare Elken's commitment to a
Image manipulation on green leaf sustainable lifestyle
as the background and featured
the interior and exterior of green There are a few variations of the
building advertising with the same concept
but without the GBI certification

Source: www.facebook.com/Elkenians/posts

Advertisement 2 Cyberjaya Malaysia Social Media Post

A series of online advertisements To convince the viewer that Cyberjaya
posted on Cyberjaya Facebook page is practising green technology around
Cyberjaya

Use the green building with blue Introducing various green technologies
sky as their background in the facility to promote sustainable
lifestyle

Highlighting Cyberjaya's role in There are a few variations of the
supporting sustainable approach advertising with the same concept

Source: facebook.com/CyberjayaBuzz

Final Design

Finalised Design 1

Finalised Design 2

Post-Test Questionnaire The focus group for this survey is
social media users from 24 years old
A survey was distributed to the and older with a source of income
GBT target audience using social
media and 23 has responded to The survey has two sections, starting
the survey with the respondent's background and
second section collects their response
The objective of this survey is to about the advertisement design
get the target audience feedback
on the finalised GBT advertisement
design

Post-Test Result 2

1

1 Most participants (69.7%) responded yes when ask 2 Nevertheless, more than half of them (52.2%) have
if they know about GBT. However, 21.2% of the never seen an online advertisement for GBT.

respondents do not know about GBT, and 9.1% do

not seem aware of GBT.

3 1 (Strongly disagree) 2 (Disagree) 3 (Neutral) 4 (Agree) 5 (Strongly agree)

15

10 14 (60.9%) 1 (4.3%)
3 (13.0%)
5 2 (4.5%) 1 (4.3%) 1 (4.3%) 7 (30.4%) 12 (52.2%)
3 (13.6%)
9 (40.9%) 7 (30.4%)
9 (40.9%) 1 (4.5%)

3 (13.6%)
9 (40.9%)
9 (40.9%)
1 (4.3%)
1 (4.3%)

14 (47.8%)
7 (43.5%)

0

In your opinion, does this Does this online advertising Do you learn about the After looking on this Would you like to see
online advertising increase your awareness benefits of Green advertisings, are you more of this advertising
effectively promotes Green about promotes Green Building Technology interested in using in the near future?
Building Technology? Building Technology? from this advertising? green building?

• 40.9% of the respondents • A majority (60.9%) of the • A majority (60.9%) of the • About 52.2% of
agree, and 40.9%
strongly agree that the respondents agree, and respondents agree, and respondents agree, and
design has effectively
promoted green buildings 30.4% strongly agree 30.4% strongly agree 30.4% strongly agree that
to the target audience.
that the advertisement that the advertisement after noticing the ad, they

has increased their has increased their have learned about the

awareness of GBT. awareness of GBT. benefits of green building.

Image source: GettyImage

20 15 (65.2%) Advertising 1
8 (34.8%) Advertising 2
4
12 (52.2%)
15
11 (47.8%)
14 (60.9%)

10

9 (39.1%)

5

0 Which of these two advertisements Which of these two advertisements
best delivers the message of green give you confident on using Green
Which of this two advertising building technology benefits? Building Technology?
is the most interesting?

• 60.9% of respondents recommend • 65.2% also found that • Advertisement 1 is nearly tied up

Advertisement 2 as the most Advertisement 2 delivered a better with Advertisement 2 with 47.8%

interesting advertisement than message than advertisement 1, with response, while advertisement 2 has

Advertisement 1 only 34.8% 52.2% response

Second Post-Test Questionnaire The objective of the second post-test
questionnaire was to find respondents’
A second post-test survey feedback on GBT advertisements
was distributed to the GBT message that is specified to the
target audience using advertised buildings using the same
social media and only 23 visuals
responses qualified for the
survey

Revised Final Design

Revised Finalised
Design 1

Revised Finalised
Design 2

Image source: GettyImage

1 1 (Strongly disagree) 2 (Disagree) 3 (Neutral) 4 (Agree) 5 (Strongly agree)

15

10 4 (17.4%)
11 (47.8%)
5
8 (34.8%)
4 (17.4%)
11 (47.8%)

8 (34.8%)
4 (17.4%)

8 (34.8%)
11 (47.8%)

4 (17.4%)
9 (39.1%)
10 (43.5%)
1 (4.3%)
2 (8.7%)
8 (34.8%)

12 (52.2%)

0

In your opinion, does this Does this online advertising Do you learn about the After looking on this Would you like to see
online advertising increase your awareness benefits of Green advertisings, are you more of this advertising
effectively promotes Green about promotes Green Building Technology interested in using in the near future?
Building Technology? Building Technology? from this advertising? green building?

• 47.8% agree, and 34.8% • Almost half (47.8%) of • 52.2% of respondents • 43.5% of respondents
strongly agree, that the the respondents agree, agree, and 30.4% strongly agreed and
design effectively and 34.8% strongly strongly agree, that they 34.8% agreed that the
promoted green buildings agree, that the learned about the revised advertisement
to the target audience. advertisement has raised benefits of GBT. piqued their interest in
their awareness of GBT utilising GBT.

20 Advertising 1
Advertising 2
2
13 (56.5%) 14 (60.9%)
15 9 (39.1%)
10 (43.5%)
15 (65.2%)

10

8 (34.8%)

5

0 Which of these two advertisements Which of these two advertisements
best delivers the message of green give you confident on using Green
Which of this two advertising building technology benefits? Building Technology?
is the most interesting?

• 65.2% of respondents think • Also, 58.5% of respondents believed • Advertisement 1 earned 60.9%
Advertisement 1 is the most Advertisement 1 communicated a better responses for the most persuasive GBT
engaging advertisement than message than Advertisement 2, which advertising, whereas Advertisement 2
Advertisement 2 received only 43.5% obtained just 39.1% of responses

Findings The content, colours, and visuals
play an important role in
Most of the sample group accept
positively to the final determining the target audience's
advertisement design interest in the advertisement

The researcher has archived its The advertisement visual and
objective of providing the benefits content also a key component that

of GBT to the target audience affecting the message of the
using the online advertisement adverisement

The respondent also
acknowledges the purpose of the

advertisement to increase their
awareness of a sustainable
lifestyle

Image source: GettyImage

Chapter 5 | Conclusion and Recommendation

Conclusion

The research has found that most current
advertisements used GBT to promote their brand
instead of advocating GBT benefits.

Conclusion The survey and archival data found that there is
still a lack of awareness and application of GBT.
The research also tracks that there is still slow
development in accepting GBT due to various
barriers to advocating green technology.

From the survey finding,it is concluded that the
practical approach to promoting GBT using
online advertising is by highlighting GBT's
benefit to society. Moreover, the informative
advertisement concept helps the audience to
grasp information from the advertisement.

The advertisers also need to take into
consideration the contents, texts, colours and
visuals used in the advertisement, as it also give
impact to the advertisement.

Online advertising is a vast study field, and Recommendation
thoroughly analysing each advertisement will
be a challenging assignment for researchers.

Exploring deeper into these design elements
may help improve online advertisements'
effectiveness and increase awareness of
sustainable technology.

More empirical studies need to be made to focus
on the significance between green building
advertisements and consumer behaviour toward
the environment.

Future research may be developed while keeping the
idea of environmental sustainability in mind and
should include some assessment of green marketing
and its impact, especially on business performance.

Image source: GettyImage