Effect of spirituality and ethics on green advertising, and the multi- mediating roles of green buying and green satisfaction

Abstract

This study has extended Motivation-Ability-Opportunity-Model and has developed a framework with seven variables (i.e., green brand, green satisfaction, green advertising, green buying behavior, and spirituality ethics. The study has taken a holistic approach by testing 15 relationships for understanding green marketing. The authors distributed 415 questionnaires to the students of selected universities of Karachi and received 395 filled-in questionnaires. The study's results support all the proposed hypotheses, and they are in line with earlier studies on green marketing (GM). The study found that green advertising (GA) is an essential aspect of green marketing (GM). Besides its direct effects on green-related elements (H1 to H7), it (green satisfaction) has significant mediating roles on ethics (ET) and green buying behavior (GBB) (H8); spiritually (SP) and green buying behavior (GBB) (H9); ethics, and green satisfaction (H10); Spirituality and green satisfaction (H11). We also found that green buying behavior mediates green advertising (GA) and green satisfaction (GS) (H12). Green buying behavior (GBB) also mediates green brand (GB) and green satisfaction (GS) (H13). The study's variable's interrelationships can be judged from the results that our results also support both multi mediating effects. The current study found that the multi-mediating impact of green advertising and green buying on ethics and green satisfaction (H14) and ABOUT THE AUTHOR

Green Marketing Practices Related to Key Variables of Consumer Purchasing Behavior

“…In general, the different concepts that explain GM can be understood under four approaches. The first approach describes the actions of GM from the point of view of product development, specifying that products must be eco-friendly from the choice of raw materials, design, marketing, consumption, and disposal [25,26]. The second approach is focused on market development and involves carrying out business exchanges with ecological responsibility and with a minimum negative impact on the natural environment [25,27].…”

“…The third approach is oriented toward satisfying the needs of two groups of customers: (a) those consumers who have environmentally responsible purchasing behavior; and (b) those consumers who need to develop ecological awareness in their consumption behavior [27][28][29][30][31][32][33][34][35]. A final conceptual approach focuses on green communication, which involves advertising strategies to improve consumer attitudes toward a green brand and influence their purchasing behavior toward green products [26].…”

“…Advertising focused on spirituality and ethics [26] Green advertising [89] Green advertising design [30] Use of rewards (monetary, donations)…”

“…To this end, companies disseminate their environmental responsibility actions to motivate customer purchasing decisions toward the green products offered. Likewise, regarding the relationship between these actions and the key variables of purchasing behavior, the different research studies reviewed register positive impacts on the attitude of the green customer, such as (a) increased trust; (b) increased credibility; (c) satisfaction; (d) loyalty; (e) fidelization, (f) value perception; (g) increased purchasing intention; and, (h) promotion of word-of-mouth recommendations of the brand committed to the environment [4,26,29,31,34,37,43,61,62,65,68,78,79,82,[86][87][88].…”

An integrated framework examining sustainable green behavior among young consumers

“…For the adoption of green behaviors to be successful, green messages must be presented persuasively when communicated through various mediums (Aagerup et al, 2019). Additionally, green advertising has been found to positively impact green behavior (Alamsyah et al, 2020;Jalees et al, 2021). At the eco-friendly university, both campaigns and media advertisements are used to encourage students to adopt a green lifestyle.…”