Green Advertising, Eco Labels, Environmental Responsibility and Green Purchase Behavior: Environmental Attitude as mediation
Main Article Content
Abstract
Research aims: This study uses environmental attitude as a mediating factor to investigate how green advertising, eco labels, and environmental responsibility affect green purchase behavior.
Design/Methodology/Approach: Data collection using the purposive sampling method, using 138 NPURE cosmetic consumers, with SmartPLS 4.0 statistics tool.
Research findings: Green purchase behavior is not positively impacted by green advertising. Green purchase behavior is not positively impacted by eco labels. Green purchase behavior is positively impacted by environmental responsibility. Environmental attitudes are positively impacted by green advertising. Environmental attitudes are positively impacted by eco labels. Environmental attitude is positively impacted by environmental responsibility. Green purchase behavior is not positively impacted by environmental attitude. Additionally, it was discovered that the impact of green advertising on green purchase behavior was not mediated by environmental attitude. Green purchase behavior and eco labeling was not mediated by environmental attitude. Environmental responsibility and green purchase behavior was not mediated by environmental attitude.
Theoretical Contribution/Originality: This study demonstrates a negative influence, underscoring the persistently high level of consumer skepticism, in contrast to other research that typically finds a positive association green advertising and green purchase behavior. The insignificant mediation role of environmental attitude provides a new perspective on how psychological factors and consumer behavior interact in the context of sustainability.
Practitioners/Policy Implications: Companies need to adopt more transparent and credible communication strategies in implementing green advertising in order to overcome consumer skepticism.
Research Limitations/Implications: This study used quantitative methods that may not capture the deeper psychological and emotional aspects related to green purchasing decisions. Therefore, future research should explore qualitative approaches to understand consumer motivations more deeply and integrate external factors that may influence green purchase behavior.
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
License
You are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
Under the following terms:
- Attribution — You must give appropriate credit, provide a link to the license, and indicate the changes made. This should be done in any reasonable manner, but not in any way that suggests the licensor endorses you or your usage.
- ShareAlike — When you remix, transform, or build upon the material, the contributions must be distributed under the same license as the original.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
References
Agarwal, N., & Kumar, V. (2021). Three decades of green advertising: A review of literature and bibliometric analysis. Benchmarking: An International Journal, 28(6), 1934–1958. https://doi.org/10.1108/BIJ-07-2020-0380
Ajzen, I. (1991). Theory of planned behaviour. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.47985/dcidj.475
Alamsyah, D., Udjaja, Y., Othman, N., & Ibrahim, N. (2020). Green customer behavior: Mediation model of green purchase. International Journal of Psychosocial Rehabilitation, 24(5), 2568–2577. https://doi.org/10.37200/IJPR/V24I5/PR201956
Bala, R., Singh, S., & Sharma, K. K. (2023). Relationship between environmental knowledge, environmental sensitivity, environmental attitude and environmental behavioural intention: A segmented mediation approach. Management of Environmental Quality: An International Journal, 34(1). https://doi.org/10.1108/MEQ-08-2021-0202
Bragg, E. A. (1996). Towards ecological self: Deep ecology meets constructionist self-theory. Journal of Environmental Psychology, 16(2). https://doi.org/10.1006/jevp.1996.0008
Carrión-Bósquez, N. G., Ortiz-Regalado, O., Veas-González, I., Naranjo-Armijo, F. G., & Guerra-Regalado, W. F. (2024). The mediating role of attitude and environmental awareness in the influence of green advertising and eco-labels on green purchasing behaviors. Spanish Journal of Marketing - ESIC. https://doi.org/10.1108/SJME-08-2023-0217
Chang, H., Zhang, L., & Xie, G. X. (2015). Message framing in green advertising: The effect of construal level and consumer environmental concern. International Journal of Advertising, 34(1). https://doi.org/10.1080/02650487.2014.994731
Do Paço, A. M. F., & Reis, R. (2012). Factors affecting skepticism toward green advertising. Journal of Advertising, 41(4). https://doi.org/10.1080/00913367.2012.10672463
Fuerst, F., & Shimizu, C. (2016). Green luxury goods? The economics of eco-labels in the Japanese housing market. Journal of the Japanese and International Economies, 39. https://doi.org/10.1016/j.jjie.2016.01.003
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Review of partial least squares structural equation modeling (PLS-SEM) using R: A workbook. Structural Equation Modeling: A Multidisciplinary Journal, 30(1). https://doi.org/10.1080/10705511.2022.2108813
Hameed, I., & Waris, I. (2018). Eco labels and eco conscious consumer behavior: The mediating effect of green trust and environmental concern. Journal of Management Sciences, 5(2). https://doi.org/10.20547/jms.2014.1805205
Han, J. H., Wang, Y., & Naim, M. (2017). Reconceptualization of information technology flexibility for supply chain management: An empirical study. International Journal of Production Economics, 187. https://doi.org/10.1016/j.ijpe.2017.02.018
Hansmann, R., Laurenti, R., Mehdi, T., & Binder, C. (2020). Determinants of pro-environmental behavior: A comparison of university students and staff from diverse faculties at a Swiss university. Journal of Cleaner Production, 268(1), 1–74.
Hossain, I., Nekmahmud, M., & Fekete-Farkas, M. (2022). How do environmental knowledge, ecolabel knowledge, and green trust impact consumers’ pro-environmental behaviour for energy-efficient household appliances? Sustainability, 14(11), 6513. https://doi.org/10.3390/su14116513
Hoyos-Vallejo, C. A., Carrión-Bósquez, N. G., & Ortiz-Regalado, O. (2023). The influence of skepticism on the university Millennials’ organic food product purchase intention. British Food Journal, 125(10). https://doi.org/10.1108/BFJ-02-2023-0093
Jaiswal, D., & Kant, R. (2018). Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers. Journal of Retailing and Consumer Services, 41. https://doi.org/10.1016/j.jretconser.2017.11.008
Joshi, Y., & Rahman, Z. (2015). Factors affecting green purchase behaviour and future research directions. Technology Analysis and Strategic Management, 27(12), 1374–1389.
Joshi, Y., & Rahman, Z. (2019). Consumers’ sustainable purchase behavior: Modeling the impact of psychological factors. Ecological Economics, 159, 235–243. https://doi.org/10.1016/j.ecolecon.2019.01.025
Kautish, P., Paul, J., & Sharma, R. (2019). The moderating influence of environmental consciousness and recycling intentions on green purchase behavior. Journal of Cleaner Production, 228, 1425–1436. https://doi.org/10.1016/j.jclepro.2019.04.389
Kim, K. T., Anderson, S. G., & Seay, M. C. (2019). Financial knowledge and short-term and long-term financial behaviors of millennials in the United States. Journal of Family and Economic Issues, 40(2), 194–208. https://doi.org/10.1007/s10834-018-9595-2
Kim, W., Malek, K., & Roberts, K. (2019). The effectiveness of green advertising in the convention industry: An application of a dual coding approach and the norm activation model. Journal of Hospitality and Tourism Management, 39, 185–192. https://doi.org/10.1016/j.jhtm.2019.04.007
Kumar, P., & Ghodeswar, B. M. (2015). Factors affecting consumers’ green product purchase decisions. Marketing Intelligence & Planning, 33(3), 330–347. https://doi.org/10.1108/MIP-03-2014-0068
Liobikienė, G., & Poškus, M. S. (2019). The importance of environmental knowledge for private and public sphere pro-environmental behavior: Modifying the Value-Belief Norm theory. Sustainability, 11(12), 3324. https://doi.org/10.3390/su11123324
Matthes, J., Wonneberger, A., & Schmuck, D. (2014). Consumers’ green involvement and the persuasive effects of emotional versus functional ads. Journal of Business Research, 67(9), 1885–1893. https://doi.org/10.1016/j.jbusres.2013.11.054
Nguyen, A. T., Do, T. H. H., Vu, T. B. T., Dang, K. A., & Nguyen, H. L. (2019). Factors affecting entrepreneurial intentions among youths in Vietnam. Children and Youth Services Review, 99, 186–193. https://doi.org/10.1016/j.childyouth.2019.01.039
Nguyen, H., & Le, H. (2020). The effect of agricultural product eco-labelling on green purchase intention. Management Science Letters, 10(12), 2813–2820. https://doi.org/10.5267/j.msl.2020.4.028
Nguyen-Viet, B. (2022). Understanding the influence of eco-label and green advertising on green purchase intention: The mediating role of green brand equity. Journal of Food Products Marketing, 28(2), 123–139. https://doi.org/10.1080/10454446.2022.2043212
Nisbet, E. K., Zelenski, J. M., & Murphy, S. A. (2009). The nature relatedness scale: Linking individuals’ connection with nature to environmental concern and behavior. Environment and Behavior, 41(5), 715–740. https://doi.org/10.1177/0013916508318748
Nosi, C., Zollo, L., Rialti, R., & Ciappei, C. (2020). Sustainable consumption in organic food buying behavior: The case of quinoa. British Food Journal, 122(3), 950–964. https://doi.org/10.1108/BFJ-09-2019-0745
Nyilasy, G., Gangadharbatla, H., & Paladino, A. (2014). Perceived greenwashing: The interactive effects of green advertising and corporate environmental performance on consumer reactions. Journal of Business Ethics, 125(4), 693–707. https://doi.org/10.1007/s10551-013-1944-3
Ogiemwonyi, O. (2022). Factors influencing generation Y green behaviour on green products in Nigeria: An application of theory of planned behaviour. Environmental and Sustainability Indicators, 13, 100164. https://doi.org/10.1016/j.indic.2021.100164
Ogiemwonyi, O., & Jan, M. T. (2023). The influence of collectivism on consumer responses to green behavior. Business Strategy and Development, 6(4). https://doi.org/10.1002/bsd2.261
Ogiemwonyi, O., Alam, M. N., Alshareef, R., Alsolamy, M., Azizan, N. A., & Mat, N. (2023). Environmental factors affecting green purchase behaviors of the consumers: Mediating role of environmental attitude. Cleaner Environmental Systems, 10, 100130. https://doi.org/10.1016/j.cesys.2023.100130
Panopoulos, A., Poulis, A., Theodoridis, P., & Kalampakas, A. (2023). Influencing green purchase intention through eco labels and user-generated content. Sustainability, 15(1). https://doi.org/10.3390/su15010764
Pittman, M., Oeldorf, A., & Brannan, A. (2022). Green advertising on social media: Brand authenticity mediates the effect of different appeals on purchase intent and digital engagement. Journal of Current Issues and Research in Advertising, 43(1), 106–121. https://doi.org/10.1080/10641734.2021.1964655
Rahbar, E., & Wahid, N. A. (2011). Investigation of green marketing tools’ effect on consumers’ purchase behavior. Business Strategy Series, 12(2), 73–83. https://doi.org/10.1108/17515631111114877
Riskos, K., Dekoulou, P., Mylonas, N., & Tsourvakas, G. (2021). Ecolabels and the attitude–behavior relationship towards green product purchase: A multiple mediation model. Sustainability, 13(12). https://doi.org/10.3390/su13126867
Schmuck, D., Matthes, J., & Naderer, B. (2018). Misleading consumers with green advertising? An affect–reason–involvement account of greenwashing effects in environmental advertising. Journal of Advertising, 47(2), 127–145. https://doi.org/10.1080/00913367.2018.1452652
Schultz, P. W., Gouveia, V. V., Cameron, L. D., Tankha, G., Schmuck, P., & Franěk, M. (2005). Values and their relationship to environmental concern and conservation behavior. Journal of Cross-Cultural Psychology, 36(4), 457–475. https://doi.org/10.1177/0022022105275962
Sharma, K., Aswal, C., & Paul, J. (2023). Factors affecting green purchase behavior: A systematic literature review. Business Strategy and the Environment, 32(4), 1760–1775. https://doi.org/10.1002/bse.3237
Song, Y., Qin, Z., & Yuan, Q. (2019). The impact of eco-label on the young Chinese generation: The mediation role of environmental awareness and product attributes in green purchase. Sustainability, 11(1), 1–18. https://doi.org/10.3390/su11010001
Sun, Y., Liu, N., & Shao, M. (2019). Factors and mechanisms affecting green consumption in China: A multilevel analysis. Journal of Cleaner Production, 209, 481–493. https://doi.org/10.1016/j.jclepro.2018.10.241
Sun, Y., Liu, N., & Zhao, M. (2019). Factors and mechanisms affecting green consumption in China: A multilevel analysis. Journal of Cleaner Production, 209, 481–493. https://doi.org/10.1016/j.jclepro.2018.10.241
Sun, Y., Luo, B., Wang, S., & Fang, W. (2020). What you see is meaningful: Does green advertising change the intentions of consumers to purchase eco-labeled products? Business Strategy and the Environment, 30(1), 694–704. https://doi.org/10.1002/bse.2648
Tan, C. N. L., Ojo, A. O., & Thurasamy, R. (2019). Determinants of green product buying decision among young consumers in Malaysia. Young Consumers, 20(2), 117–135. https://doi.org/10.1108/YC-12-2018-0898
Taufique, K. M. R., & Vaithianathan, S. (2018). A fresh look at understanding green consumer behavior among young urban Indian consumers through the lens of theory of planned behavior. Journal of Cleaner Production, 183, 46–55. https://doi.org/10.1016/j.jclepro.2018.02.097
Trivedi, R. H., Patel, J. D., & Acharya, N. (2018). Causality analysis of media influence on environmental attitude, intention and behaviors leading to green purchasing. Journal of Cleaner Production, 196, 11–22. https://doi.org/10.1016/j.jclepro.2018.06.024
Uddin, S. M. F., & Khan, M. N. (2016). Exploring green purchasing behaviour of young urban consumers: Empirical evidences from India. South Asian Journal of Global Business Research, 5(1), 85–103. https://doi.org/10.1108/SAJGBR-12-2014-0083
Varshneya, G., Pandey, S. K., & Das, G. (2017). Impact of social influence and green consumption values on purchase intention of organic clothing: A study on collectivist developing economy. Global Business Review, 18(2), 478–492. https://doi.org/10.1177/0972150916668620
Woo, E., & Kim, Y. G. (2019). Consumer attitudes and buying behavior for green food products: From the aspect of green perceived value (GPV). British Food Journal, 121(2), 320–332. https://doi.org/10.1108/BFJ-01-2018-0027
Zylstra, M. J., Knight, A. T., Esler, K. J., & Le Grange, L. L. L. (2014). Connectedness as a core conservation concern: An interdisciplinary review of theory and a call for practice. Springer Science Reviews, 2(1–2), 119–143. https://doi.org/10.1007/s40362-014-0021-3