The impact of green advertising on consumer purchase intention based on the theory of planned behavior

Abdulkader Dahhan; Igor Arenkov

doi:10.31893/multiscience.2025427

Keywords:

perceived behavioral control

Abstract

This article investigates the influence of green advertising on consumer purchase intention based on the theory of planned behavior. In recent years, the importance of sustainability has grown exponentially due to escalating environmental pollution and its detrimental impact on ecosystems and human health. Green marketing, particularly green advertising, has emerged as a pivotal strategy for addressing these challenges by promoting sustainable consumer behaviors and fostering a shift towards environmentally friendly consumption patterns. An online survey collected 420 valid responses from Syrian consumers, and the data were analyzed using SPSS (version 22) and SPSS Amos (version 23). The findings indicate that the dimensions of green advertising (cognitive and affective responses to green advertising, consumer responses to the companies and their products, and the ethical impact of green advertising) have a statistically significant impact on consumer purchase intention. Additionally, subjective norms and perceived behavioral control play a significant moderating role in the relationship between green advertising dimensions and purchase intentions. Moreover, attitude towards green advertising partially mediates this relationship, but the mediation effect is statistically significant only for two out of the three dimensions of green advertising examined in this study. This article also presents a model to examine the relationship between green advertising and purchase intention, with subjective norms and perceived behavioral control as moderators and attitudes toward green products as a mediator. The findings emphasize the vital role of green advertising in shaping consumer behaviors aligned with sustainability objectives. By encouraging eco-conscious consumption, green advertising contributes to mitigating environmental issues and advancing the global agenda for sustainable development. The study provides actionable insights for policymakers, entrepreneurs, and marketers by illustrating how green advertising affects purchase intentions. These findings help tailor green practices to meet consumer expectations in the green products market. Finally, the article discusses implications and provides recommendations to strengthen consumer purchase intentions for green products, thereby reinforcing efforts to create a more sustainable and environmentally responsible society.
References
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5. Ankit, G., & Ashvin, S. (2015). Impact of green advertising on consumer attitude and purchase intention. International Journal of Scientific Research, 4(3), 135–137.
6. Arminda, D., Chris, S., & Helena, A. (2019). A new model for testing green consumer behaviour. Journal of Cleaner Production, 207, 998–1006. https://doi.org/10.1016/j.jclepro.2018.10.105
7. Attia, S. (2014). The effect of green advertising as a moderator on green purchase attitude-green purchase intentions relationship: The case of young Egyptian consumers. Journal of IMS Group, 11(1), 1–15.
8. Banerjee, S., Gulas, C. S., & Iyer, E. (1995). Shades of green: A multidimensional analysis of environmental advertising. Journal of Advertising, 24(2), 21–31. https://doi.org/10.1080/00913367.1995.10673473
9. Batool, S., & Rizwana, I. (2016). Impact of green advertising on consumer purchase behavior. International Interdisciplinary Journal of Scholarly Research (IIJSR, 2(1), 16–22.
10. Chen, C. C., Chien-Wen, C., & Yi-Chun, T. (2018). Exploring the consumer behavior of intention to purchase green products in Belt and Road countries: An empirical analysis. Sustainability, 10(3), 854. https://doi.org/10.3390/su10030854
11. Chitral, P., & Pawan, C. (2015). The influence of consumer perception towards green advertising on green purchase intention. International Journal of Entrepreneurship & Business Environment Perspectives, 4(3), 1865–1873.
12. Cu, T., Nguyen, T., Lan, P., & Le, T. (2020). The effect of agricultural land recovery on people's livelihoods in the context of urbanization in Vietnam. Management Science Letters, 10(9), 1969–1974. https://doi.org/10.5267/j.msl.2020.2.016
13. Gozde, O. (2010). Consumer responses to green advertising in Turkey. Commerce University Journal of Social Sciences, 9(7), 119–134.
14. Han, S., Shih-Ping, F., Jiachao, Z., & Jing, Z. (2014). A study of the perceived value and behavioral intentions of Chinese marine cruise tourists. Tourism, Leisure and Global Change, 1(1), 96–117.
15. Haytko, D., & Matulich, E. (2008). Green advertising and environmentally responsible consumer behaviors: Linkages examined. Journal of Management and Marketing Research, 1(1), 1–11.
16. Ismail, K., & Ishak, N. (2014). Consumers’ perception, purchase intention, and actual purchase behavior of organic food products. Review of Integrative Business and Economics Research, 3(2), 378–397.
17. Jin-Soo, L., Li-Tzang, H., Heesup, H., & Yunhi, K. (2010). Understanding how consumers view green hotels: How a hotel's green image can influence behavioural intentions. Journal of Sustainable Tourism, 18(7), 901–914. https://doi.org/10.1080/09669581003777747
18. Kao, T., & Du, Y. (2019). A study on the influence of green advertising design and environmental emotion on advertising effect. Journal of Cleaner Production, 242, 118294. https://doi.org/10.1016/j.jclepro.2019.118294
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22. 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
23. Kong, W., Harun, A., Sulong, R., & Lily, J. (2014). The influence of consumers’ perception of green products on green purchase intention. International Journal of Asian Social Science, 4(8), 924–939.
24. Laksmidewi, D., & Soelasih, Y. (2019). Anthropomorphic green advertising: How to enhance consumers’ environmental concern. DLSU Business & Economics Review, 29(1), 72–84.
25. Maheswari, R., & Sakthivel, G. (2015). Attitude towards green advertisement and consumers purchasing behaviour: A linkage. International Journal of Research in Finance & Marketing, 5(8), 16–25.
26. Mahmoud, T. (2018). Impact of green marketing mix on purchase intention. International Journal of Advanced and Applied Sciences, 5(2), 127–135. https://doi.org/10.21833/ijaas.2018.02.020
27. Maichum, K. (2016). Application of the extended theory of planned behavior model to investigate purchase intention of green products among Thai consumers. Sustainability, 8(10), 1077. https://doi.org/10.3390/su8101077
28. Mamun, A., Mohamad, M., Yaacob, M., & Mohiuddin, M. (2018). Intention and behavior towards green consumption among low-income households. Journal of Environmental Management, 227, 73–86. https://doi.org/10.1016/j.jenvman.2018.08.061
29. Mancha, R., & Yoder, C. (2015). Cultural antecedents of green behavioral intent: An environmental theory of planned behavior. Journal of Environmental Psychology, 43, 145–154. https://doi.org/10.1016/j.jenvp.2015.06.005
30. Mandler, T., Won, S., & Kim, K. (2017). Consumers' cognitive and affective responses to brand origin misclassifications: Does confidence in brand origin identification matter? Journal of Business Research, 80, 197–209. https://doi.org/10.1016/j.jbusres.2017.05.014
31. Mauliza, P., Fauzi, A., & Endang, S. (2019). The influence of green product, green advertising, and green brand on decision to buy through consumers’ trust in Tupperware products at SMPN Beureunerun. International Journal of Research and Review, 6(5), 144–149.
32. Mkik, S., Khouilid, M., & Amina, A. (2017). Green advertising and environmentally consumption: The level of awareness and Moroccan customers’ perception. IOSR Journal of Business and Management, 19(8), 1–11. https://doi.org/10.9790/487X-1908030111
33. Nam, C., Dong, H., & Lee, Y. (2017). Factors influencing consumers’ purchase intention of green sportswear. Fashion and Textiles, 4(2). https://doi.org/10.1186/s40691-017-0091-3
34. Nguyen, T., Yang, Z., Nguyen, N., Johnson, L., & Cao, T. (2019). Greenwash and green purchase intention: The mediating role of green skepticism. Sustainability, 11, 2653. https://doi.org/10.3390/su11092653
35. Pillai, S., & MG, S. (2018). Exploring the factors of green advertising that entices purchase behavior among Bangaloreans. International Journal of Business Excellence, 14(1), 275–283. https://doi.org/10.1504/IJBEX.2018.10008450
36. Pratiwi, N., Sulhaini, S., & Rinuastuti, B. H. (2018). The effect of environmental knowledge, green advertising, and environmental attitude toward green purchase intention. Russian Journal of Agricultural and Socio-Economic Sciences, 78, 95–105. https://doi.org/10.18551/rjoas.2018-06.10
37. Sanne, P. N. C., & Wiese, M. (2018). The theory of planned behaviour and user engagement applied to Facebook advertising. South African Journal of Information Management, 20(1), Article a915. https://doi.org/10.4102/sajim.v20i1.915
38. Segev, S., Fernandes, J., & Hong, C. (2015). Is your product really green? A content analysis to reassess green advertising. Journal of Advertising, 45, 85–93. https://doi.org/10.1080/00913367.2015.1083918
39. Seyed, A., Seyed, T., Hooshmand, G., & Fatemeh, M. (2019). Does citizenship behavior have a role in changing attitude toward green products? International Journal of Management Science and Engineering Management, 14, 1–9. https://doi.org/10.1080/17509653.2018.1563874
40. Shieh, M., Chen, C., & Lin, M. (2018). Discussion of correlations between green advertising design and purchase intention based on consumers’ environmental attitude. Ekoloji, 27(106), 1153–1159.
41. Singhal, H., & Agrawal, A. (2021). Greenwashing: A study on consumer behaviour and effectiveness in Rajasthan. EPRA International Journal of Environmental Economics, 8(2), 1–5.
42. Song, S. Y., & Kim, Y. (2018). A human-centered approach to green apparel advertising: Decision tree predictive modeling of consumer choice. Sustainability, 10, 3688. https://doi.org/10.3390/su10103688
43. Sreen, N., Purbey, S., & Sadarangani, P. (2020). Understanding the relationship between different facets of materialism and attitude toward green products. Journal of Global Marketing. https://doi.org/10.1080/08911762.2020.1751370
44. 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. https://doi.org/10.1002/bse.2648
45. Synodinos, C., Bevan-Dye, A., & Klerk, N. (2013). Influence of conative attitudes towards green advertising on black Generation Y students’ environmental behaviour. Mediterranean Journal of Social Sciences, 4, 17–24. https://doi.org/10.5901/mjss.2013.v4n3p17
46. Tih, S., Kuan Thye, C., Ansary, A., & Ahmed, A. (2016). Green advertising appeal and consumer purchase intention. Jurnal Pengurusan, 47, 1–19. https://doi.org/10.17576/pengurusan-2016-47-13
47. Ying, K., & Aihua, Z. (2013). Consumer response to green advertising: The influence of product involvement. Asian Journal of Communication, 23(4), 428–447. https://doi.org/10.1080/01292986.2013.774433
48. Yoon, J., Kim, Y. K., & Fu, R. (2020). How can hotels’ green advertising be persuasive to consumers? An information processing perspective. Journal of Hospitality and Tourism Management, 45, 511–519. https://doi.org/10.1016/j.jhtm.2020.10.014
49. Yoon, H. J., & Kim, Y. (2016). Understanding green advertising attitude and behavioral intention: An application of the health belief model. Journal of Promotion Management, 22, 49–70. https://doi.org/10.1080/10496491.2015.1107006
50. Zhang, L., Fan, Y., Zhang, W., & Zhang, S. (2019). Extending the theory of planned behavior to explain the effects of cognitive factors across different kinds of green products. Sustainability, 11, 4222. https://doi.org/10.3390/su11154222
51. Zhu, B. (2012). The impact of green advertising on consumer purchase intention of green products. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.2182906

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to cite

Dahhan, A., & Arenkov, I. (2025). The impact of green advertising on consumer purchase intention based on the theory of planned behavior. Multidisciplinary Science Journal, 7(9), 2025427. https://doi.org/10.31893/multiscience.2025427

[1] Addo, P., Fang, J., & Li, L. (2020). Green advertising and purchase decisions in live-streaming B2C and C2C interactive marketing. International Journal of Information and Management Sciences, 31(1), 191–212. https://doi.org/10.6186/IJIMS.202006

[2] Ahmad, H., Ali, I., & Ahmad, K. (2010). Factors in environmental advertising influencing consumer's purchase intention. European Journal of Scientific Research, 48(1), 145–152.

[3] Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T

[4] Alamsyah, D., Othman, N., & Mohammed, H. (2020). The awareness of environmentally friendly products: The impact of green advertising and green brand image. Management Science Letters, 10(9), 1961–1968. https://doi.org/10.5267/j.msl.2020.2.017

[5] Ankit, G., & Ashvin, S. (2015). Impact of green advertising on consumer attitude and purchase intention. International Journal of Scientific Research, 4(3), 135–137.

[6] Arminda, D., Chris, S., & Helena, A. (2019). A new model for testing green consumer behaviour. Journal of Cleaner Production, 207, 998–1006. https://doi.org/10.1016/j.jclepro.2018.10.105

[7] Attia, S. (2014). The effect of green advertising as a moderator on green purchase attitude-green purchase intentions relationship: The case of young Egyptian consumers. Journal of IMS Group, 11(1), 1–15.

[8] Banerjee, S., Gulas, C. S., & Iyer, E. (1995). Shades of green: A multidimensional analysis of environmental advertising. Journal of Advertising, 24(2), 21–31. https://doi.org/10.1080/00913367.1995.10673473

[9] Batool, S., & Rizwana, I. (2016). Impact of green advertising on consumer purchase behavior. International Interdisciplinary Journal of Scholarly Research (IIJSR, 2(1), 16–22.

[10] Chen, C. C., Chien-Wen, C., & Yi-Chun, T. (2018). Exploring the consumer behavior of intention to purchase green products in Belt and Road countries: An empirical analysis. Sustainability, 10(3), 854. https://doi.org/10.3390/su10030854

[11] Chitral, P., & Pawan, C. (2015). The influence of consumer perception towards green advertising on green purchase intention. International Journal of Entrepreneurship & Business Environment Perspectives, 4(3), 1865–1873.

[12] Cu, T., Nguyen, T., Lan, P., & Le, T. (2020). The effect of agricultural land recovery on people's livelihoods in the context of urbanization in Vietnam. Management Science Letters, 10(9), 1969–1974. https://doi.org/10.5267/j.msl.2020.2.016

[13] Gozde, O. (2010). Consumer responses to green advertising in Turkey. Commerce University Journal of Social Sciences, 9(7), 119–134.

[14] Han, S., Shih-Ping, F., Jiachao, Z., & Jing, Z. (2014). A study of the perceived value and behavioral intentions of Chinese marine cruise tourists. Tourism, Leisure and Global Change, 1(1), 96–117.

[15] Haytko, D., & Matulich, E. (2008). Green advertising and environmentally responsible consumer behaviors: Linkages examined. Journal of Management and Marketing Research, 1(1), 1–11.

[16] Ismail, K., & Ishak, N. (2014). Consumers’ perception, purchase intention, and actual purchase behavior of organic food products. Review of Integrative Business and Economics Research, 3(2), 378–397.

[17] Jin-Soo, L., Li-Tzang, H., Heesup, H., & Yunhi, K. (2010). Understanding how consumers view green hotels: How a hotel's green image can influence behavioural intentions. Journal of Sustainable Tourism, 18(7), 901–914. https://doi.org/10.1080/09669581003777747

[18] Kao, T., & Du, Y. (2019). A study on the influence of green advertising design and environmental emotion on advertising effect. Journal of Cleaner Production, 242, 118294. https://doi.org/10.1016/j.jclepro.2019.118294

[19] Khoiriyah, S., & Toro, M. (2018). Attitude toward green product, willingness to pay, and intention to purchase. International Journal of Business and Society, 19(S4), 620–628.

[20] Kilbourne, W. (1995). Green advertising: Salvation or oxymoron? Journal of Advertising, 24(2), 7–20. https://doi.org/10.1080/00913367.1995.10673472

[21] Kim, M., & Han, S. (2016). A content analysis of green advertising claims in Korea. Indian Journal of Science and Technology, 9(29), 1–7. https://doi.org/10.17485/ijst/2016/v9i29/94763

[22] 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

[23] Kong, W., Harun, A., Sulong, R., & Lily, J. (2014). The influence of consumers’ perception of green products on green purchase intention. International Journal of Asian Social Science, 4(8), 924–939.

[24] Laksmidewi, D., & Soelasih, Y. (2019). Anthropomorphic green advertising: How to enhance consumers’ environmental concern. DLSU Business & Economics Review, 29(1), 72–84.

[25] Maheswari, R., & Sakthivel, G. (2015). Attitude towards green advertisement and consumers purchasing behaviour: A linkage. International Journal of Research in Finance & Marketing, 5(8), 16–25.

[26] Mahmoud, T. (2018). Impact of green marketing mix on purchase intention. International Journal of Advanced and Applied Sciences, 5(2), 127–135. https://doi.org/10.21833/ijaas.2018.02.020

[27] Maichum, K. (2016). Application of the extended theory of planned behavior model to investigate purchase intention of green products among Thai consumers. Sustainability, 8(10), 1077. https://doi.org/10.3390/su8101077

[28] Mamun, A., Mohamad, M., Yaacob, M., & Mohiuddin, M. (2018). Intention and behavior towards green consumption among low-income households. Journal of Environmental Management, 227, 73–86. https://doi.org/10.1016/j.jenvman.2018.08.061

[29] Mancha, R., & Yoder, C. (2015). Cultural antecedents of green behavioral intent: An environmental theory of planned behavior. Journal of Environmental Psychology, 43, 145–154. https://doi.org/10.1016/j.jenvp.2015.06.005

[30] Mandler, T., Won, S., & Kim, K. (2017). Consumers' cognitive and affective responses to brand origin misclassifications: Does confidence in brand origin identification matter? Journal of Business Research, 80, 197–209. https://doi.org/10.1016/j.jbusres.2017.05.014

[31] Mauliza, P., Fauzi, A., & Endang, S. (2019). The influence of green product, green advertising, and green brand on decision to buy through consumers’ trust in Tupperware products at SMPN Beureunerun. International Journal of Research and Review, 6(5), 144–149.

[32] Mkik, S., Khouilid, M., & Amina, A. (2017). Green advertising and environmentally consumption: The level of awareness and Moroccan customers’ perception. IOSR Journal of Business and Management, 19(8), 1–11. https://doi.org/10.9790/487X-1908030111

[33] Nam, C., Dong, H., & Lee, Y. (2017). Factors influencing consumers’ purchase intention of green sportswear. Fashion and Textiles, 4(2). https://doi.org/10.1186/s40691-017-0091-3

[34] Nguyen, T., Yang, Z., Nguyen, N., Johnson, L., & Cao, T. (2019). Greenwash and green purchase intention: The mediating role of green skepticism. Sustainability, 11, 2653. https://doi.org/10.3390/su11092653

[35] Pillai, S., & MG, S. (2018). Exploring the factors of green advertising that entices purchase behavior among Bangaloreans. International Journal of Business Excellence, 14(1), 275–283. https://doi.org/10.1504/IJBEX.2018.10008450

[36] Pratiwi, N., Sulhaini, S., & Rinuastuti, B. H. (2018). The effect of environmental knowledge, green advertising, and environmental attitude toward green purchase intention. Russian Journal of Agricultural and Socio-Economic Sciences, 78, 95–105. https://doi.org/10.18551/rjoas.2018-06.10

[37] Sanne, P. N. C., & Wiese, M. (2018). The theory of planned behaviour and user engagement applied to Facebook advertising. South African Journal of Information Management, 20(1), Article a915. https://doi.org/10.4102/sajim.v20i1.915

[38] Segev, S., Fernandes, J., & Hong, C. (2015). Is your product really green? A content analysis to reassess green advertising. Journal of Advertising, 45, 85–93. https://doi.org/10.1080/00913367.2015.1083918

[39] Seyed, A., Seyed, T., Hooshmand, G., & Fatemeh, M. (2019). Does citizenship behavior have a role in changing attitude toward green products? International Journal of Management Science and Engineering Management, 14, 1–9. https://doi.org/10.1080/17509653.2018.1563874

[40] Shieh, M., Chen, C., & Lin, M. (2018). Discussion of correlations between green advertising design and purchase intention based on consumers’ environmental attitude. Ekoloji, 27(106), 1153–1159.

[41] Singhal, H., & Agrawal, A. (2021). Greenwashing: A study on consumer behaviour and effectiveness in Rajasthan. EPRA International Journal of Environmental Economics, 8(2), 1–5.

[42] Song, S. Y., & Kim, Y. (2018). A human-centered approach to green apparel advertising: Decision tree predictive modeling of consumer choice. Sustainability, 10, 3688. https://doi.org/10.3390/su10103688

[43] Sreen, N., Purbey, S., & Sadarangani, P. (2020). Understanding the relationship between different facets of materialism and attitude toward green products. Journal of Global Marketing. https://doi.org/10.1080/08911762.2020.1751370

[44] 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. https://doi.org/10.1002/bse.2648

[45] Synodinos, C., Bevan-Dye, A., & Klerk, N. (2013). Influence of conative attitudes towards green advertising on black Generation Y students’ environmental behaviour. Mediterranean Journal of Social Sciences, 4, 17–24. https://doi.org/10.5901/mjss.2013.v4n3p17

[46] Tih, S., Kuan Thye, C., Ansary, A., & Ahmed, A. (2016). Green advertising appeal and consumer purchase intention. Jurnal Pengurusan, 47, 1–19. https://doi.org/10.17576/pengurusan-2016-47-13

[47] Ying, K., & Aihua, Z. (2013). Consumer response to green advertising: The influence of product involvement. Asian Journal of Communication, 23(4), 428–447. https://doi.org/10.1080/01292986.2013.774433

[48] Yoon, J., Kim, Y. K., & Fu, R. (2020). How can hotels’ green advertising be persuasive to consumers? An information processing perspective. Journal of Hospitality and Tourism Management, 45, 511–519. https://doi.org/10.1016/j.jhtm.2020.10.014

[49] Yoon, H. J., & Kim, Y. (2016). Understanding green advertising attitude and behavioral intention: An application of the health belief model. Journal of Promotion Management, 22, 49–70. https://doi.org/10.1080/10496491.2015.1107006

[50] Zhang, L., Fan, Y., Zhang, W., & Zhang, S. (2019). Extending the theory of planned behavior to explain the effects of cognitive factors across different kinds of green products. Sustainability, 11, 4222. https://doi.org/10.3390/su11154222

[51] Zhu, B. (2012). The impact of green advertising on consumer purchase intention of green products. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.2182906

Abstract

References

How to cite