How Attributes of Green Advertising Affect Purchase Intention: The Moderating Role of Consumer Innovativeness

Woohyuk Kim and Seunghee Cha
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Woohyuk Kim: Department of Consumer Science, Incheon National University, Incheon 22012, Korea
Seunghee Cha: Department of Consumer Science, Incheon National University, Incheon 22012, Korea

Sustainability, 2021, vol. 13, issue 16, 1-10

Abstract: Although the importance of green advertising has increased, there is still little research in terms of attributes of green advertising. The purpose of our study was to investigate the relationship between attributes of green advertising and purchase intention when moderated by consumer innovativeness. After collecting data from consumers in South Korea, we analyzed 200 usable surveys in structural equation modeling. The analysis revealed positive relationships between three attributes of green advertising (i.e., attractiveness, informativity, and reliability) and purchase intention and identified the moderating role of consumer innovativeness in those relationships. Our findings have implications for marketing, especially for the development of green advertising strategies.

Keywords: green advertising attributes; purchase intention; consumer innovativeness (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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