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Green Advertising: Examining the Role of Celebrity’s Credibility Using SEM Approach

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  • Rakesh Kumar
  • Vibhuti Tripathi

Abstract

Amid rising concern about protecting environment and reducing carbon emission, marketers do not just need to advertise their product to inform and persuade the consumers, rather they are required to convince the consumers that their product is environment friendly and do not cause any harm to the environment. Celebrity Advertising has been very popular among the marketers, as these celebrities help to generate favourable attention towards the product. While choosing an endorser/celebrity, his/her credibility plays a crucial role in persuading and convincing consumers. The present paper attempts to assess the effect of celebrity’s credibility on consumer’s attitude towards advertisement, brand and purchase intention in the context of green advertising. The study was conducted with a 2x2 factorial design (high v/s low) (celebrity’s credibility v/s corporation’s credibility) with an advertisement of a hypothetical company producing environment friendly ACs called, Sora. Data were collected from 252 college students by randomly exposing them in small group, to four different advertisements. The results confirmed a significant impact of celebrity credibility on attitude towards green advertisement. However, it had no direct impact on attitude towards brand or intention to purchase green products. Moreover, the effect of celebrity credibility on purchase intention was reported to be mediated through attitude towards advertisement and attitude towards brand.

Suggested Citation

  • Rakesh Kumar & Vibhuti Tripathi, 2022. "Green Advertising: Examining the Role of Celebrity’s Credibility Using SEM Approach," Global Business Review, International Management Institute, vol. 23(2), pages 440-459, April.
    • Handle: RePEc:sae:globus:v:23:y:2022:i:2:p:440-459
    DOI: 10.1177/0972150919862660
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    References listed on IDEAS

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    1. Irshad Hussain Sarki & Raheela Haque & Asif Mahmood & Muhammad Noman Yaseen & Muhammad Sufyan Khawar & Asad Qayoom & Saif Ur Rehman, 2023. "Factors Influencing Green Purchase Intention: A Mediation Moderation Study," Journal of Policy Research (JPR), Research Foundation for Humanity (RFH), vol. 9(2), pages 652-664.
    2. Rakesh Kumar & Kishore Kumar & Rubee Singh & José Carlos Sá & Sandro Carvalho & Gilberto Santos, 2023. "Modeling Environmentally Conscious Purchase Behavior: Examining the Role of Ethical Obligation and Green Self-Identity," Sustainability, MDPI, vol. 15(8), pages 1-16, April.
    3. Evangelia Ktisti & Leonidas Hatzithomas & Christina Boutsouki, 2022. "Green Advertising on Social Media: A Systematic Literature Review," Sustainability, MDPI, vol. 14(21), pages 1-25, November.

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