Green Ads, Green Hearts: How Ads and Caring for The Planet Boost Your Eco-Friendly Shopping Goals

Abstract

Based on the Theory of Planned Behavior, this research investigates the relationship between green advertising, green purchase intention, and environmental concern, employing a structural model analysis to explain their complex dynamics. Through careful examination of empirical data, it is established that green advertising exerts a significant positive influence on both green purchase intention and environmental concern. However, contrary to initial hypotheses, environmental concern does not act as a mediator between green advertising and green purchase intention which is unexpected, nor does it directly influence green purchase intention. These findings highlight the complex nature of consumer behavior in the context of sustainability, highlighting the interplay between advertising stimuli, environmental attitudes, and purchasing intentions. By shedding light on these dynamics, this study contributes to the scholarly discourse surrounding environmentally responsible consumption patterns, providing valuable insights for marketers, policymakers, and researchers alike.