The Impact of Green Advertising Information Quality Perception on Consumers’ Response: An Empirical Analysis

Abstract

Green advertising is one of the important tools for companies to carry out marketing activities, and it is especially important for green brand owners to improve the persuasive effect of green advertising. Existing studies focus on the effectiveness of green advertising from the level of message content and message expression, but there is little research to assess the advertising effectiveness of green advertising being “well said” from the perspective of message quality. This article constructs a theoretical framework based on the theory of communication persuasion to assess the effect of perceived message quality on the consumer’s green response to green advertising. Study 1 constructs an econometric regression model by crawling unstructured data, such as green ad review texts through Python, and verifies that consumers’ green responses (green purchase intention and green sharing intention) are mainly influenced by green ad information usefulness, information attractiveness and information truthfulness. Study 2 further tested the direct role of perceived green advertising information quality on the consumer’s green response by constructing structural equation models with situational experimental data, and verified the mediating role of green competence trust and green value trust in the process of perceived green advertising information quality influence on the consumer’s green response. These findings provide a new theoretical perspective on the effectiveness of green advertising, while providing practical guidance for green brand owners to develop green advertising strategies and assess green advertising quality.

Green Consumer Behavior of Sports Enthusiasts on TikTok—An Analysis of the Moderating Effect of Green Concern

“…The non-Taipei Fubon Braves fans might still be interested in the brand and might have developed stickiness due to the brand's emphasis on social responsibility and sustainable development. According to Wang and Li [141], when consumers perceive that the information quality of green advertising is high, the act of emphasizing environmentally friendly attributes can enhance the persuasive effect of green advertising, thereby influencing the decisions of such consumers. Thus, our results confirm the positive effect of customer stickiness on the purchase intention of consumers.…”

From Aisles to Ethics: Investigating the Role of Green Advertising in Shaping Consumer Behavior

“…In the recently released Global Green Economy Index, Nigeria, with a below-average performance of 45%, ranked 110 th among the 160 countries analyzed, while countries like Sweden, Norway, and France topped the chart (Dual Citizen Inc., 2022).Green advertising, as one of the most successful techniques of communicating between businesses and customers, may boost consumers' advertising attitudes and purchasing demand for green goods. Brands are employing green commercials to promote their environmental claims for green marketing, and green advertising slogans are sprouting up all over the place to grow their green market share (Wang & Li, 2022). It incorporates ecologically friendly features and traits, and a significant number of customers are keen to purchase green goods; also, a rising number of marketers are eager to offer their products and services in green regions (Jäger & Weber, 2020).…”